In the wake of the December 2007 FTC statement proposing self-regulatory principles for businesses that are engaged in online behavioral targeting (click here for earlier blog post), that activity has continued to provoke consumer groups who advocate for government regulation. The legislature in New York has taken notice and is considering a first of its kind bill, the Third Party Internet Advertising Consumer's Bill of Rights Act of 2008, to regulate third parties Internet advertisers’ tracking activities. The New York legislature’s activity coincides with significant opposition in the European Union to online behavioral advertising practices.
Online behavioral targeting is the process of tracking online users’ behavior and serving ads tailored to that behavior. While the methods vary, the primary methods used online are cookie-based, conveying to advertisers web pages a user visits. Companies may also use search data. This information is sometimes combined with demographic data such as geographic location, to help further personalize advertisements. Glossed over by consumer groups is the fact that tracking usually is conducted anonymously with data collected linked only to a computer’s Internet Protocol (IP) address, not name or other personally identifiable information. In addition, responsible Internet companies are expected to provide clear notice and opportunities for consumers not to participate in such programs. Still, consumer groups have seized on reports of Internet Service Providers contracting with companies such as Nebu-Ad, Phorm and Adzilla who use so-called “deep packet inspection” to collect data on every page a user visits rather than just those that are part of an online advertising network.
The ongoing debate over online behavioral targeting is significant not only because such targeting enables consumers to receive ads that are more relevant and useful to them, but as the FTC has recognized, restrictions that inhibit companies’ ability to obtain advertising revenue may fundamentally affect the ability of the Internet to continue to offer valuable content for free.
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