Most sites track what you view online, doesn’t matter which OS you use, trough lately that changed to worst too.
Whenever you are login into sites like google, facebook and many others they can track you and connect things you search and sites you visit to you personally. On every site you see fb like or google ads or g+ and such that goes back to your account, may even happen when you are not login.
I use Mozilla Firefox and few add-ons (those might be also available in Chrome)
uBlock Origin - for blocking ads, can be set to enable/disable on any site you go to. From their site Finally, an efficient blocker. Easy on CPU and memory. It’s Open source with public license (GPLv3).
There is also Disconnect which is open source, that block otherwise invisible websites that track your search and browsing history.
or Privacy Badger this one don’t block anything at the start, but learn with use. If a domain appears to be tracking you on multiple websites, Privacy Badger automatically blocks your request from being sent to the tracking domain.
and HTTPS Everywhere automatically enables HTTPS encryption when possible.
You can also enable “Do not track” in Firefox and use new and improved Private browsing when search for gifts and holidays as some if not most of the shops and booking sites can set your rate differently depending what you visit before.
Here you can read and chose some more privacy related stuff, but be careful if you decide to change some of the additional stuff in Firefox as it may break some of the browser functionality.
You can also follow those 7 Steps To Digital Security one of them says What’s Secure Today May Not Be Secure Tomorrow