beyondwebct

"It is a sea change in the way the industry works," says Omar Tawakol, CEO of BlueKai. "Advertisers want to buy access to people, not Web pages."

The Journal found that Microsoft Corp.'s popular Web portal, MSN.com, planted a tracking file packed with data: It had a prediction of a surfer's age, ZIP Code and gender, plus a code containing estimates of income, marital status, presence of children and home ownership, according to the tracking company that created the file, Targus Information Corp.

Tracking is done by tiny files and programs known as "cookies," "Flash cookies" and "beacons." They are placed on a computer when a user visits a website. U.S. courts have ruled that it is legal to deploy the simplest type, cookies, just as someone using a telephone might allow a friend to listen in on a conversation. Courts haven't ruled on the more complex trackers.

tracking companies sometimes hide their files within free software offered to websites, or hide them within other tracking files or ads. When this happens, websites aren't always aware that they're installing the files on visitors' computers.

Often staffed by "quants," or math gurus with expertise in quantitative analysis, some tracking companies use probability algorithms to try to pair what they know about a person's online behavior with data from offline sources about household income, geography and education, among other things. The goal is to make sophisticated assumptions in real time—plans for a summer vacation, the likelihood of repaying a loan—and sell those conclusions.

Consumer tracking is the foundation of an online advertising economy that racked up $23 billion in ad spending last year. Tracking activity is exploding. Researchers at AT&T Labs and Worcester Polytechnic Institute last fall found tracking technology on 80% of 1,000 popular sites, up from 40% of those sites in 2005.

The Journal found tracking files that collect sensitive health and financial data. On Encyclopaedia Britannica Inc.'s dictionary website Merriam-Webster.com, one tracking file from Healthline Networks Inc., an ad network, scans the page a user is viewing and targets ads related to what it sees there.

Beacons, also known as "Web bugs" and "pixels," are small pieces of software that run on a Web page. They can track what a user is doing on the page, including what is being typed or where the mouse is moving.

The majority of sites examined by the Journal placed at least seven beacons from outside companies. Dictionary.com had the most, 41, including several from companies that track health conditions and one that says it can target consumers by dozens of factors, including zip code and race.

After the Journal contacted the company, it cut the number of networks it uses and beefed up its privacy policy to more fully disclose its practices.

Flash cookies can also be used by data collectors to re-install regular cookies that a user has deleted. This can circumvent a user's attempt to avoid being tracked online. Adobe condemns the practice.

Most sites examined by the Journal installed no Flash cookies. Comcast.net installed 55.

Wittingly or not, people pay a price in reduced privacy for the information and services they receive online. Dictionary.com, the site with the most tracking files, is a case study.

Think about how these technologies and the associated analytics can be used in other industries and social settings (e.g. education) for real beneficial impacts. This is nothing new for the web, the now that it has matured, it can be a positive game-changer.

Media6Degrees Inc., whose technology was found on three sites by the Journal, is pitching banks to use its data to size up consumers based on their social connections. The idea is that the creditworthy tend to hang out with the creditworthy, and deadbeats with deadbeats.

"There are applications of this technology that can be very powerful," says Tom Phillips, CEO of Media6Degrees. "Who knows how far we'd take it?"

Hidden inside Ashley Hayes-Beaty's computer, a tiny file helps gather personal details about her, all to be put up for sale for a tenth of a penny.

"We can segment it all the way down to one person," says Eric Porres, Lotame's chief marketing officer.

One of the fastest-growing businesses on the Internet, a Wall Street Journal investigation has found, is the business of spying on Internet users.

Yahoo Inc.'s ad network,

"Every time I go on the Internet," she says, she sees weight-loss ads. "I'm self-conscious about my weight," says Ms. Reid, whose father asked that her hometown not be given. "I try not to think about it…. Then [the ads] make me start thinking about it."

Information about people's moment-to-moment thoughts and actions, as revealed by their online activity, can change hands quickly. Within seconds of visiting eBay.com or Expedia.com, information detailing a Web surfer's activity there is likely to be auctioned on the data exchange run by BlueKai, the Seattle startup.

If companies like Facebook and Google are actually committed to the safety of its users, they need to take these complaints seriously. Not everyone is safer by giving out their real name. Quite the opposite; many people are far LESS safe when they are identifiable. And those who are least safe are often those who are most vulnerable.

Likewise, the issue of reputation must be turned on its head when thinking about marginalized people. Folks point to the issue of people using pseudonyms to obscure their identity and, in theory, “protect” their reputation.

The assumption baked into this is that the observer is qualified to actually assess someone’s reputation. All too often, and especially with marginalized people, the observer takes someone out of context and judges them inappropriately based on what they get online.

There is no universal context, no matter how many times geeks want to tell you that you can be one person to everyone at every point. But just because people are doing what it takes to be appropriate in different contexts, to protect their safety, and to make certain that they are not judged out of context, doesn’t mean that everyone is a huckster. Rather, people are responsibly and reasonably responding to the structural conditions of these new media. And there’s nothing acceptable about those who are most privileged and powerful telling those who aren’t that it’s OK for their safety to be undermined. And you don’t guarantee safety by stopping people from using pseudonyms, but you do undermine people’s safety by doing so.

The father’s wish was that I would require all those who participate in discussions online to do so anonymously.

The most I can do is encourage my students to respond to posts using only their first name or even initials, and more importantly, to post responsible and thoughtful comments relating to the economic topics the blog discusses.

To the contrary, in my years of using the blog and other online media, I can point to several examples of students who were uncomfortable or shy about participating in face to face discussions with their peers in the the traditional classroom but blossomed in online discussions and debates such as those held on my blog, expressing themselves much more freely and openly in online discussion than they were ever capable of through traditional, classroom based discussions.

By participating in public discussion about the subject, my students have improved not only their understanding of the economic concepts I teach them, but have also strengthened their ability to critically evaluate economic topics and to engage in a broader discussion about the subject than they would have ever been able to achieve if these conversations were confined to a brick and mortar classroom of 16 students and one teacher.

My blog presents a forum through which my students, myself, other Economics teachers and their students, and anyone else interested in Economics can come together to learn about how our subject relates to what’s going on in the real world, but more importantly to engage in discussion and debate with one another over the issues our subject focuses on.

TSA recently new software on all millimeter wave imaging technology machines – upgrades designed to enhance privacy by eliminating passenger-specific images and instead auto-detecting potential threats and indicating their location on a generic outline of a person.

For units that do not yet have the new software, TSA has taken all efforts to ensure passenger privacy. To that end, the officer who assists the passenger never sees the image the technology produces and the officer who views the image is remotely located in a secure resolution room and never sees the passenger. The two officers communicate via wireless headset.