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Emily Riley of Forrester Research presented a lot of data during her keynote presentation at today's OMMA Behavioral Conference but one point she made seemed rather salient to me: many of those marketers and data firms involved in behavioral targeting seem to skip over social media as a source of information. They might look at the data surrounding the usage of those sites but they seem to rarely do any actually monitoring, let alone interacting there. It reminded me of an experience I had with my wife. We once lived in a building where we didn't have much interaction with our neighbors, very little beyond an occasional wave in the hallway. We could, however see their mail mixed with ours and our landlord's. My wife began to notice that the landlord and our neighbor were starting to get similar envelopes from law firms. I, being the incurious mail sorter I am, didn't really think much of it. She, on the other hand, was convinced that one of them must be suing the other and was able to spin out some fairly detailed scenarios based on other clues from the hallway, the presence of exterminators one day, the thickness of paint on the front door etc. One day I encountered our neighbor in the hallway and did my customary wave. "Oh by the way," He said, "We're moving out next week." Oh really? He then regaled me with the entire story which involved a variety of things including an exterminator, paint thickness, and law firms. My wife and I were both able to glean essentially the same information. However if I had approached him and said, without any warning, "I bet you and our landlord are having one heckuva legal squabble," he probably would have punched me in the nose. I also believe that the ease with which I was able to get the whole story out of him suggests that had we interacted more it would have been I scooping my wife and not the other way around. These two approaches to gathering information are akin to the difference between following

If behavioral targeting is the key to providing Web users with advertising that's better tailored to their particular needs and interests--instead of banner ads that they ignore--then what's the harm to consumers? That was a central question tackled by a panel of privacy and online marketing experts Thursday at the OMMA Behavioral conference in New York. Whether online user tracking--even when anonymous--represents a growing threat to privacy has become a hotly debated issue in the last year, with FTC, Congress and state governments considering increased regulation of behavioral targeting. For Jules Polonetsky, co-chair and director of the AT&T-funded think tank Future of Privacy Forum, that debate has become almost superfluous. Whatever side one takes, he emphasized that there is now a widespread perception among consumers and regulators that online tracking is creepy at the very least. The key to diffusing the controversy is for publishers and marketers to give Web users notice that their behavior is being tracked in order to provide them with more relevant content, recommendations and marketing offers.

This post is one in a series on Privacy & Security, and covers some of the intersections of these domains for those who are not practitioners with in-depth understanding of the associated disciplines.
Behavioral Targeting
The tracking of consumers as they surf the Web to deliver targeted a