Online firms are able to use advanced technologies to track Internet users and record personal data. The situation has prompted the Federal Trade Commission to look into its efforts to enforce online consumer privacy, according to FTC Chairman Jon Leibowitz. "We're at another watershed moment in privacy, and the time is right for the commission ... to take a broader look at privacy," Leibowitz said. "Companies can store and chunk massive amounts of data relatively cheaply." The probe may result in new rules for Internet companies.