This link has been bookmarked by 1 people . It was first bookmarked on 24 Aug 2008, by Madeline Brownstone.
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24 Aug 08
Madeline BrownstoneA Primer on Behavioral Advertising
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n contrast, behavioral advertising matches advertisements to a consumer’s interests as determined over time.
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Behavioral advertising poses a growing risk to consumer privacy. Consumers are largely unaware of the practice and thus are ill equipped to make informed decisions and protect their information. They have no expectation that their browsing information may be tracked and sold.
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For behavioral advertising to operate in a truly privacy-protective manner, data collection needs to be limited, data retention limits should be tied to the original purposes for collecting the data, and opt-out must completely remove consumers from the service. Consumers need to be informed about what data is being collected about their Internet activities, how the information will be used, whether the information will be shared with others, and what measures are being taken to ensure that any transfer of data remains secure. They should be presented with this information in a manner that supports making an informed choice, and that choice should be honored persistently over time
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Behavioral profiles, particularly those that can be tied to an individual, may be a tempting source of information in making decisions about credit, insurance, and employment.
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