Wednesday, 12 December 2007

Taking Behavioral Targeting Up A Level

... and down a knotch

There are a few companies emerging which are proposing alternatives to the traditional, cookie-based method of targeting relevant ads to consumers. NebuAd and Adzilla are competing to sign up ISPs to enable their deep packet inspection methodology. Both companies supply the software to the ISPs and then provide the surfing data to the ad networks. The argument for this approach is that more data can be collected since all activity can be logged, not just that within a given network, therefore more relevant, finer targeting can be achieved. Lots of concerns here; notably the fact that ISPs naturally have access to personally identifiable information relating to their customers - not hard to image the possible ill effects of merging the two. We are headed for a online privacy big bang here - I hope that we can save the baby as the bathwater disappears...


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