There is a new worry that many privacy advocates, as well as marketers who are concerned about ensuring user privacy, will have to concern themselves with.

It’s quite possible that somebody could determine a user’s real identity, up to 70 percent of the time, simply from an anonymous browsing history.

This is the key finding in a paper that was released recently from Princeton and Standford researchers. The paper, “De-anonymizing Web Browsing Data with Social Networks,” is scheduled for presentation in April at the World Wide Web Conference in Perth, Australia.

According to a statement in one of the papers made by Arvind Narayanan, an assistant professor of computer science, the new research

“shows that anyone with access to browsing histories — a great number of companies and organizations — can identify many users by analyzing public information from social media accounts.”