We have discussed the privacy issues connected with targeted behavioral advertising before. This type of 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 expanded — now there’s the online and offline data collection and tracking of the habits of consumers. For example, Google announced earlier this year that it “has begun using billions of credit-card transaction records” to try to connect individuals’ “digital trails to real-world purchase records in a far more extensive way than was possible before,” the Washington Post reported.
Some people are uncomfortable with the tracking and the targeting by companies and attempt to opt-out. (Opt-out 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. Consumer advocates support opt-in policies, where companies have an incentive to create strong privacy protections and use limitations so consumers will choose to share their data.) In response, people have installed ad-blocker technology to avoid seeing ads. However, there is online-tracking technology that can be difficult to block, such as “canvas fingerprinting.”
People also have joined the Do Not Track movement — this can take the form of opting out of being tracked by e-mail address or by having your Web browser send an opt-out signal to a company as you conduct your online activity. And federal lawmakers have tried to pass Do Not Track legislation to protect kids.
There has been a battle. For example, Apple’s Safari browser and Mozilla’s Firefox browser have included anti-tracking technology for years. However, some companies choose not to respect Do Not Track signals sent by Web browsers. Read more »