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Every day for one hour, Olympic-level athletes all over the world have an appointment they cannot break. The swimmer Dara Torres, a 12-time Olympic medalist, squeezes her hour into training, running errands and caring for her 3-year-old daughter. The curler Nicole Joraanstad schedules her hour at dawn, but says it often interrupts her sleep. The Olympic decathlon champion Bryan Clay makes himself available at night, when he is most likely to be home with family. Since Jan. 1, Olympic-level athletes have had to schedule their daily availability - hour and place - three months in advance so drug testers can find them, according to new World Anti-Doping Agency rules. And violating those rules can have serious repercussions. Three missed drug tests within an 18-month period during an athlete's appointed hour count as a positive drug test and can result in a one- to two-year ban from competition. Because the element of surprise is crucial to effective testing, athletes are also subject to random out-of-competition tests at any time. And they are tested at competitions. Jacques Rogge, the president of the International Olympic Committee said, "Sports today has a price to pay for suspicion." But some athletes say the rules have gone too far. "It's absolutely too much," Torres said in a telephone interview. "Why make this more cumbersome when we do so much already? We're at the point where we have to find a middle ground." Never before has there been so much protest regarding out-of-competition testing. Athletes in nearly every sport as well as organizations like FIFA, soccer's international governing body, have publicly criticized the doping agency's regulations. At least one lawsuit challenging the rules is in court. Sixty-five Belgian athletes, including the world-class Quick Step cycling team and its star Tom Boonen, filed a class-action lawsuit claiming that the new rules violate European privacy laws.

"With a lot of prodding from the Federal Trade Commission, the Internet advertising industry has committed to telling Web site users about how they collect and use data to customize the ads they display. And it has agreed to find a more prominent and clear way to do this than the cryptic privacy policies you can find if you click a tiny link at the bottom of many Web pages. But how do you communicate something very complex in a way that is clear but doesn't bog down people who just want to check the latest sports scores?"

Chris Nolter Department store proprietor John Wanamaker is famously said to have quipped, "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." The founder of Wanamaker's department store is known as the "father of modern advertising." His innovations, in late 19th-century and early 20th-century Philadelphia and New York, included publishing reliable prices in advertisements, copyrighting pitches, offering money-back guarantees and hiring a full-time writer to produce ad copy. A century later, advertising professionals have gotten more sophisticated and adapted to radio, television, outdoor and digital media. Wanamaker's observation about the value and effectiveness remains profound for merchants and manufacturers, as well as for media outlets that have seen broadcasting or print-advertising dollars reduced to digital pennies. The Internet has made the amount of space that can be filled with advertising virtually infinite, while the recession has all but emptied the advertising coffers of automakers, financial services firms and real estate companies. While digital media has disrupted the traditional ad business, it also presents the tantalizing promise to answer Wanamaker's question. Prior generations of digital advertising gave us spam and banner ads that tempted us with animated mortgage holders wildly dancing on the roof of their home or prizes for whacking a mole. The new proposition is that digital ads will allow advertisers to target audiences and track their returns on investment, and provide users with advertising and content that is more relevant. More than 400 advertising networks have come into existence to sell ad space on the expanding inventory of Web sites and pages. These networks connect advertisers with online publishers, often shopping ad space that a Web site's own sales staff cannot fill. Many of the networks cater to niches, such as food, wine, cars or sports. Increasingly, they are selling access to a

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Profile Optimization True Story: I'm at a party a few months ago - not the usual raucous affair that us search and social media types get into but a full on wine and cheese extravaganza. The kind of shindig Republicans go to and then accuse Democrats of loving when they get up in front of a "Joe the Plumber" type crowd. But I digress… After far too much wine the discussion turned to crazy work environments and I naturally brought up the Fortress of Googletude and it's predilection for hallway scooter parking and riding. A fellow party-go-er who I'll call "Natasha" to protect her identity, nodded and said, 'Yes it's true, I've been there too!" This led to a long, room-clearing talk about search and social media, the kind of talk that true geeks engage in while their spouses go off to chat about politics and religion. Somewhere between bottles Natasha said to me "Have you seen Google People Search?" "Google what now?" I replied. She went on to describe an internally searchable database that the Google folks showed her of people sorted by interests and web habits, ready to be rolled out to advertisers at some point in the future. Thank goodness for the red wine clause in their NDA. Well the future arrived today, at least partially, with Google's announcement that behavioral targeting is being rolled out to the AdWords content network. As the Googlelords put it: "With interest-based advertising, you will be able to reach users based on your past interactions with them, such as their visits to your website. We'll also provide interest categories, such as "sports enthusiasts," so you can reach the audience of your choice. Whether your goal is to drive brand awareness or increase responses to your ads, these capabilities can help expand the success of your campaigns." This is a most effective riposte to the OPA's announcement of new, ludicrous banner ad standards - why futz around with annoying crap no-one will clic

A defunct payment gateway has exposed as many as 19,000 credit card numbers, including up to 60 Australian numbers. The discovery by a local IT industry worker was made by mistake and appears to be caused by a known issue with the Google search engine, in which the pages of defunct web sites containing sensitive directories remain cached and available to anyone. The cached data, viewed by iTnews, includes 22,000 credit card numbers, including CVVs, expiry dates, names and addresses. Up to 19,000 of these numbers could be active. Most are customers in the US and Britain although some are Australian. The credit card numbers are for accounts held with Visa, Mastercard, American Express, Solo, Switch, Delta and Maestro/Cirrus. Within the address bars of the cached pages are URLs of companies, including UK retailers of laboratory supplies, sports and health goods, apparel, photo imaging and clothing.

A list of user names and passwords for customers of Comcast, one of the nation's largest Internet service providers, sat unprotected on the Web for the last two months. The list was 8,000 lines long, but Comcast said late Monday that just 700 of those lines contained information for active customer accounts. Kevin Andreyo, an educational technology specialist in Reading, Pa., and a professor at Wilkes University, came across the list Monday on Scribd, a document-sharing Web site. Mr. Andreyo was reading a recent article in PC World entitled "People Search Engines: They Know Your Dark Secrets… And Tell Anyone," when he was inspired to find out what information about him was online. He searched for his own e-mail address on the search engine Pipl. The list on Scribd was one of four results, and it also included his password, which was a riff on his love for a local sports team. Statistics on Scribd indicated that the list, which was uploaded by someone with the user name vuthanhan2004, had been viewed over 345 times and had been downloaded 27 times.

Across the country, many major-college athletic departments keep their NCAA troubles secret behind a thick veil of black ink or Wite-Out. Alabama.Cincinnati. Florida. Florida State. Ohio State. Oklahoma. Oregon State. Utah. They all censor information in the name of student privacy, invoking a 35-year-old federal law whose author says it has been twisted and misused by the universities. Former U.S. Sen. James L. Buckley said it's time for Congress to rein in the Family Educational Rights and Privacy Act, which he crafted to keep academic records from public view. A six-month Dispatch investigation found that FERPA, as it's commonly called, is a law with many conflicting interpretations. And that makes it virtually impossible to decipher what is going on inside a $5 billion college-sports world that is funded by fans, donors, alumni, television networks and, at most schools, taxpayers.