Targeted behavioral advertising is where a user’s online activity is tracked so that ads can be served based on the user’s behavior. What began as online data gathering has expanding — now there’e the online and offline data collection and tracking of the habits of consumers. There have been numerous news stories about this privacy and surveillance issue. There is a fundamental issue about targeted behavioral advertising that divides industry and consumer advocates: opt-in or opt-out. Opt-in, the choice of consumer advocates, puts the burden on companies to have strong privacy protections and use limitations so consumers will choose to share their data. Opt-out, the choice of the majority of ad industry players, puts the burden on consumers to learn about what the privacy policies are, whether they protect consumer data, whom the data is shared with and for what purpose, and how to opt-out of this data collection, use and sharing.
Companies can also buy information on individuals from data collectors. At times, the information can be wrong, causing problems for individuals. Read a previous post for more about data brokers.
What happens when data is gathered as a person browses the Internet? It can lead to innocuous advertisements for cars when you’re searching for a new vehicle or boots when you’re considering replacing ones that wore out last winter. Or it can lead to a more difficult situation when you’re faced with ads strollers and car seats showing up on Web sites that you visit even though you had a miscarriage a month ago. It’s easy for advertisers to connect the dots when someone starts searching for infant safety gear or reading parenting Web sites and the person is unable to opt-out of targeted behavioral advertising. Read more »