As advertising becomes a dominant Internet business model, private companies will increasingly invest in an array of different tracking and monitoring technologies and infrastructure. Governments will seek to exploit this resource. Therefore it is essential to keep governments accountable and make sure that they are legally prohibited (without due process or at least transparency) from demanding the private sector to surrender user/customer information and data. Multinational companies from the US and Europe will be under increasing pressure from third party governments demanding them to surrender domestic information covering the Internet activities of their citizens. Refusal to comply could lead disputes to escalate to become international trade issues.