Mostly browser security settings an cookies
You didn't mention what browser you are using. What happens is that sites place what's called "cookies" on your PC. These can be used to give later feedback about many things including your interests. Other things such as browser add-ons open you up to be exploited. BHOs, search tools etc. You can minimize this in a number of ways. For instance, I use Firefox with an ad blocker. I have Firefox delete all browsing history upon exit. This includes cookies with the exception of a very few trusted sites. Most of what you are seeing is generated by personal habits, what you've allowed to be installed into your browser and what you allow it to retain when you exit.
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