“If you’re reading this on the Internet, chances are you’re being followed. More than 200 data collection companies and ad networks use approximately 600 different tracking technologies to gather and sell information on people’s web habits, according to Abine, an online privacy firm that tracks the trackers. The online advertising industry is a $31 billion business fueled largely by behind-the-scenes exchanges of consumers’ personal online shopping and browsing habits. Web-based commercial data collectors work by quietly dropping bits of code called cookies on user computers, which allow collectors to track what people read, click or buy. That information, collected by companies such as BlueKai and DoubleClick (a Google subsidiary), is sold in real-time exchanges to ad networks, which then target segments of users with ads fitting their interests. Someone who just searched Expedia for information on Puerto Rico, for example, would be almost instantly hit with ads featuring San Juan hotels and resorts. Billions of these exchanges occur daily. Search engines and social networking sites such as Google and Facebook also track user data to generate targeted advertising. The result? The new cell phone or spring sandals users willed themselves not to buy show up in ads alongside their morning news.”
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