Pattern Recognition by William Gibson
Although William Gibson may be associated with SF, I would not classify this novel as science fiction. It takes place in the very recent past. The only technology that might be more advanced than what we really have is a bit of spy tech that the spies may very well have had at the time of the book - and that technology is not central to the book. This isn't alternative history. Only insofar as a work of fiction that has web forums, e-mail and digital picture editing play a significant role constitute SF does it deserve the name.
The story is more about modern business and marketing, about the internet and internet groups, about post-Soviet Russia, etc. The central thread is a series of segments of video that are anonymously released on the internet over a period of time. Internet forums develop around those interested in the cinematic aspects of the video, with also theories of its origins, future and intent being discussed. As time passed, it also drew the interest of businessmen and the concern of those who would rather keep it anonymous. And that leads to some intrigue.
The book also gives a glimpse at the not-so-pretty side of post-Soviet Russia.
There are also subplots about the disappearance of the main character's father on Sept. 11, 2001, about her "allergy" to much of modern trademark symbols, and about her friend filming a dig for WWII remnants in Russia. To a large extent, these seem to me to be other short stories mixed in to make the main story reach novel length. Not that they harm the main story. They do have enough linkages with the main story to allow the book to flow, but if they were absent the story would not come apart. Perhaps they give some readers something to contemplate as they try to anticipate where the story is leading...
The story is not scary enough to be a "thriller." It does not fit neatly into the "mystery" category - although that may be the best choice if one must pigeonhole it. Perhaps it is more like a quick look at the modern world - maximum marketing; the internet; computer geeks (real and wannabes); the action in London, Paris, Moscow and Tokyo; and references to Sept. 11 in New York.