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A Harvard University fellow has developed a browser extension that stops advertising networks from tracking a person's surfing habits, such as search queries and content they view on the Web. The extension, called Targeted Advertising Cookie Opt-Out (TACO), enables its users to opt out of 27 advertising networks that are employing behavioral advertising systems, wrote Christopher Soghoian, who developed it, on his Web site. Soghoian, a fellow at the Berkman Center for Internet and Society at Harvard and a doctoral candidate at Indiana University, modified a browser extension Google released under an Apache 2 open-source license. Google's opt-out plugin for Internet Explorer and Firefox blocks cookies delivered by its Doubleclick advertising network. A cookie is a small data file stored in a browser that can track a variety of information, such as Web sites visited and search queries, and transmit that information back to the entity that placed the cookie in the browser. Google's opt-out plugin comes as the company announced plans last week to target advertisements based on the sites people visit. Targeted advertising is seen as a way for advertisers to more precisely find potential customers as well as for Web site publishers to charge higher advertising rates. But the behavioral advertising technologies have raised concern over how consumers get enrolled in the programs, what data is being tracked and how the data is protected.

The Facebook project began to unravel in 2008, when a privacy scholar at the University of Wisconsin at Milwaukee, Michael Zimmer, showed that the "anonymous" data of Mr. Kaufman and his colleagues could be cracked to identify the source as Harvard undergraduates.

Social networking phenomenon Facebook has beaten out arch-rival and former market leader MySpace by most measures of popularity, except the one that pays the bills. While Facebook has outpaced MySpace in bringing in members - it has 175 million active users at the latest count, compared with around 130 million for MySpace - it has struggled make money from them. While MySpace is closing in on $1 billion in revenues, Facebook generated less than $300 million in sales last year, reports say. Indeed, Facebook's efforts to drum up revenue have led to it repeatedly becoming the target of some of the biggest online privacy protests on the Web. Its most recent fight earlier this month followed Facebook's attempt to redefine its own rules and assert ownership over anything its members posted on the site. The company has since backed off and is rethinking its policies. Why hasn't Facebook benefited from the vaunted "network effect" that makes such services more valuable the more its adds members and connections between them? After all, Facebook is spreading quickly in nearly 100 languages, while MySpace has focused on the United States and five other markets where Web advertising flourishes. The answer may lie in the origins of the five-year-old site started by then Harvard University student Mark Zuckerberg. Its appeal at the outset was that it was a place where users could share tidbits of their personal lives with selected friends and acquaintances. This blurred the distinction between a private space and a public one. MySpace is more explicitly a public place where friends hang out in the equivalent of a cafe or a club and the aim is often to meet new people. Most of all, MySpace is a place to share music with other fans.

Last week, President Barack Obama convened a health-care summit in Washington to identify programs that would improve quality and restrain burgeoning costs. He stated that all his policies would be based on rigorous scientific evidence of benefit. The flagship proposal presented by the president at this gathering was the national adoption of electronic medical records -- a computer-based system that would contain every patient's clinical history, laboratory results, and treatments. This, he said, would save some $80 billion a year, safeguard against medical errors, reduce malpractice lawsuits, and greatly facilitate both preventive care and ongoing therapy of the chronically ill. Following his announcement, we spoke with fellow physicians at the Harvard teaching hospitals, where electronic medical records have been in use for years. All of us were dumbfounded, wondering how such dramatic claims of cost-saving and quality improvement could be true. The basis for the president's proposal is a theoretical study published in 2005 by the RAND Corporation, funded by companies including Hewlett-Packard and Xerox that stand to financially benefit from such an electronic system. And, as the RAND policy analysts readily admit in their report, there was no compelling evidence at the time to support their theoretical claims. Moreover, in the four years since the report, considerable data have been obtained that undermine their claims. The RAND study and the Obama proposal it spawned appear to be an elegant exercise in wishful thinking. To be sure, there are real benefits from electronic medical records. Physicians and nurses can readily access all the information on their patients from a single site. Particularly helpful are alerts in the system that warn of potential dangers in the prescribing of a certain drug for a patient on other therapies that could result in toxicity. But do these benefits translate into $80 billion annually in cost-savings? The cost-savings from avoi

OPT-OUT becomes untenable when users have to visit 40 - 50 or more sites to do it.

The online advertising industry and U.S. policy makers need to give online users more control over the collection of personal data and surfing habits beyond the traditional opt-out approach, some privacy advocates said Wednesday. Dozens of online ad networks allow users to opt out of being tracked as a way to deliver behavioral advertising, and in most cases, the opt-out is stored in a cookie that goes away every time the users clear their browser cookies, privacy advocates said during a discussion of online advertising at the Computers, Freedom and Privacy Conference in Washington, D.C. Some advertisers require that people opt out of targeted advertising every month, and some advertisers make the opt-out link difficult to find, said Christopher Soghoian, a fellow at the Berkman Center for Internet & Society at Harvard University. Some opt-out mechanisms aren't even functional, he said. Soghoian, while creating a single opt-out mechanism for the Firefox browser, found more than 40 advertising networks, he said. "How can we expect consumers to visit 40 or 50 different online advertisers, opt out, then revisit these sites every six months or every year, and then, when they delete their cookies, go back again?" he asked.

The Federal Trade Commission, continuing its focus on behavioral advertising practices and online consumer privacy, has hired Harvard researcher Christopher Soghoian as a technical consultant. Soghoian, currently with Harvard's Berkman Center for Internet & Society and a noted researcher and blogger on online privacy, will work with the FTC's Bureau of Consumer Protection, Division of Privacy and Identity Protection. He has been particularly critical about the length of time major Internet service providers and companies keep and use customer data Last month, several marketing and advertising industry associations, including the Direct Marketing Association and the American Association of Advertising Agencies, issued self-regulatory principles to govern the online practices of their members, in an attempt to stave off federal regulation of behaviorally targeted advertising.

Behavioral targeting is not bad as a concept but advertisers would have the public opt-in by default without knowing what is being collected and what it is being used for. On the other hand not many in the public seem very concerned about this subject.

The Internet contributes about US$300 billion a year to the U.S. economy, and U.S. lawmakers should be careful about tinkering with the advertising-supported Internet content model in the name of privacy, the Interactive Advertising Bureau (IAB) said. An IAB-commissioned study by two Harvard University professors, released Wednesday, found that 1.2 million U.S. residents are directly employed in Internet-related jobs, and another 1.9 million U.S. jobs support those Internet workers. IAB released the study Wednesday, as 30 publishers of small Web sites converged on Washington, D.C., to urge U.S. lawmakers to avoid passing legislation that would harm their ad-supported business models. Chief among those publishers' concern was talk in the U.S. Congress about requiring Web sites to gain opt-in permission from users before tracking their Web habits as a way to deliver personalized advertising to them. Many users wouldn't give the permission, and without offering targeted advertising, many small Web sites could fold, some small publishers said. Small Web publishers and sellers "are the face of small business" in the U.S. in recent years, said Susan Martin, publisher of Ikeafans.com, a home improvement site.

There is no simple technology solution to protect children from bullying, pornography, sexual predation and other online threats, a new study says. The highly anticipated report -- results of a year-long study ordered by 49 state attorneys general -- found that "a combination of technologies, in concert with parental oversight, education, social services, law enforcement, and sound policies by social-network sites and service providers, may assist in addressing specific problems that minors face online," according to a draft of the report reviewed by The Wall Street Journal. The report also found that the risks that minors face on the Web -- notably bullying and harassment by peers -- aren't very different from those they face in the real world. The report is scheduled to be issued Wednesday by the Internet Safety Technical Task Force, led by Harvard University's Berkman Center for Internet and Society. Task-force members included representatives of several top Internet and security companies, including News Corp.'s MySpace, Google Inc., Time Warner Inc.'s AOL and Facebook Inc. (News Corp. also publishes the Journal.) The 278-page report is a boon for the Web companies, which have long argued that technology isn't the sole solution to the dangers kids face online. It is a disappointment for those in favor of stricter technological controls, such as age-verification and filtering tools.

President-elect Barack Obama has promised to computerize all of America's medical records within five years. He made the pledge last week in a speech at George Mason University. "This will cut waste, eliminate red tape and reduce the need to repeat expensive medical tests," he said. "But it just won't save billions of dollars and thousands of jobs, it will save lives by reducing the deadly but preventable medical errors that pervade our health care system." But the road to digitized medical records will be a tough and expensive one, CNN Money reported. Today, only about 8% of the country's 5,000 hospitals and 17% of its 800,000 physicians use electronic medical records. There is also the issue of patient privacy. Numerous hospitals have faced security issues since moving to electronic medical records. The Industry Standard reported on a security breach at a Los Angeles hospital last month. And then there is the cost. Studies done by Harvard, RAND and the Commonwealth Fund peg the cost of the digitization plan between at least $75 billion to $100 billion, according to the CNN article. However, the health care industry spends $2 trillion dollars a year, so the $100 billion may be well worth the long-term savings.

We paused, we talked, and even though we were in a scary situation with imperfect information, we made a thoughtful decision fast." That's as good a description of powerful leadership - and powerful living - in the twenty first century as I can imagine.