3.1.5. Decision making Marketers use Web-related data in making decisions about engaging and serving consumers with respect to their online behaviors. Decisions are not neces- sarily made in real time from a consumer perspec-tive, as some ‘more than immediate’ amount of time may pass between the recognition of a con-sumer problem and the provision of a provider solution. On the other hand, IoT machines are constantly monitoring the environment through sensors and dynamically making decisions and associated changes in real time given these environmental conditions and consumer or other stakeholder pref-erences. For example, smart pills–—that is, pills that include microchips which communicate with other devices and thereby a consumer, physician, or some other stakeholder–—can provide information about their journey and employment through a consumer’s body. This real-time monitoring and communication could yield, if warranted, dynamic changes in treat-ment or action toward a consumer who ingests a smart pill.