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If you've been advertising online for a long time, you may have gone through stages: sticking with banner ads at first, and then going with search engine advertising, and maybe putting your ads on a publisher network belonging to a search engine or an advertising company. Most of the time you probably tried to put your ad in a matching context. That might be the wrong approach. I've written before about behavioral advertising, also known as behavioral targeting. You can read my first article about it here. If the topic of behavioral targeting intrigues you, you might also want to read about behavioral retargeting. Before I plunge into the content and focus of this article, though, let me give you a quick definition. Behavioral advertising is a form of online advertising that follows the user around. For example, a web surfer who has just priced some flights on an airline's website might be shown a travel-related ad when he surfs to the next website in which he's interested, which might be for the local pizza joint. The theory behind behavioral advertising is, in a sense, pretty simple. Most people are bombarded with ads most of the time, especially when web surfing. As a result, we tune them out. Because of the usual advertising practices, we might be better at tuning out ads that are in the same context as the content we're reading. In other words, someone reading content on a web site about where the best ski slopes are just might have completely ignored an ad for your lovely Aspen getaway. To rise above this clamor, it's necessary to hit web surfers with a surprise, something that doesn't fit the normal context. Think about it: aren't you more likely to stare at someone talking into a banana than a cell phone? That's the theory, but it's new enough that researchers and marketers are still doing surveys to prove or disprove it. The most recent one was conducted by BL Labs and released by ad network BlueLithium. You'd probably expect it to

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The European Commission threatened Britain with sanctions on Tuesday for allowing an Internet service provider to use a new advertising technology to track the Web movements of customers. The European telecommunications commissioner, Viviane Reding, said that use of a tracking tool created by Phorm violated European privacy laws. The country's largest service provider, BT, acknowledged last April that it used the tool without customers' consent in 2006 and 2007, Ms. Reding said. "European privacy rules are crystal clear: a person's information can only be used with their prior consent," Ms. Reding said. The case could become a test for the limits of ads that aim at online behavior. Supporters of the practice say it has the potential to transform advertising by allowing marketers to show Internet users only ads that are considered relevant to them, based on their surfing habits.

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Wikipedia told the controversial U.K. advertising firm Phorm on Thursday not to spy on Wikipedia's users, saying the company's plan to monitor what sites people visit on the net invaded people's privacy. Wikipedia now joins Amazon.co.uk in opting out of the Big-Brother-esque marketing scheme and creating the possibility of a mass opt-out by the net's largest websites. Phorm wants to pay ISPs -- such as British Telecom -- to let it build marketing profiles of its subscribers by installing boxes inside the ISP that monitor every url users visit and every search they run. Using those profiles, Phorm can charge advertisers high rates to serve targeted ads. But in an email sent Thursday, Wikimedia.org told Phorm not to record anything about urls from domains it controls, ranging from Wikiquotes to Wikipedia -- one of the most popular sites on the net. Phorm operates an opt-out system for sites and ISP customers, but it would be virtually impossible to verify if the company actually complied with such requests. "The Wikimedia Foundation requests that our web sites including Wikipedia.org and all related domains be excluded from scanning by the Phorm / BT Webwise system, as we consider the scanning and profiling of our visitors' behavior by a third party to be an infringement on their privacy," the email read, according to a Wikimedia blog post.

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Amazon has opted out of Phorm's controversial targeted advertising technology, delivering a serious blow to the UK-listed company which has already prompted a European commission legal action against the British government. Phorm's technology, which is yet to be launched in the UK, allows ISPs to track their customers' activity on the internet in order to target adverts on pages they subsequently visit. Amazon's absence from Phorm's Webwise system deprives the company of the second most visited destination, after eBay.co.uk, among shopping and classified websites in the UK, according to data from Hitwise. It means Phorm will not have access to crucial information about what Amazon users are interested in. Last month the Open Rights Group, privacy campaigners, sent a letter to nine of the internet's biggest names, including Amazon, Google, Bebo, Facebook and Yahoo, asking them to opt out of Phorm's technology "to protect your users' privacy". Google and Bebo are actively considering whether to opt out and a spokesman for Amazon said the company has now removed all its domain names - including Amazon.com - from Webwise. A spokesman for Phorm said the company does not comment on individual cases but the it is understood to be planning a meeting with Amazon's management to explain the benefits of the Webwise system.

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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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One of the things I notice while reading about privacy issues today is the lack of a definition of the term privacy. How can we make laws, regulations, and instantiate frameworks or intelligently discuss this privacy thing, if we cannot be sure we are talking about the same thing?
I thought explori

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

In my last post, Behavioral Targeting, I mentioned that I used a home-grown form of customer tracking when I worked on Wall Street. I explain a bit more about that in this post. I will describe more about the process in a second part to this post.
Early Adopters
The competition in the financial se

In May, OLG began rolling out the new facial recognition system designed to keep tabs on the province's estimated 300,000 "problem gamblers." Cameras were mounted at casino entrances to digitally scan the faces of all visitors. Problem gamblers who voluntarily signed up for the selfexclusion list can be stopped by security staff from playing at the casino. But regular casino visitors will also be digitally scanned, although their facial photos are almost immediately discarded if their name is not on the list.

Recent hacking attacks on Sony Corp. and Lockheed Martin Corp. grabbed headlines. What happened at City Newsstand Inc. last year did not. Unbeknownst to owner Joe Angelastri, cyber thieves planted a software program on the cash registers at his two Chicago-area magazine shops that sent customer credit-card numbers to Russia. MasterCard Inc. demanded an investigation, at Mr. Angelastri's expense, and the whole ordeal left him out about $22,000.

While most banking institutions focus their anti-skimming attention on unattended ATMs, such as those located at off-site locations like convenience stores or islands, these recent schemes prove that ATMs in plain sight, at the branch, could be the fraudster's best target.

Much of the privacy debate has focused on cookies and icons and not what really matters: the misuse or abuse of consumer data by third parties in the real world. I don't care whether I see behaviorally targeted ads so much as I don't want my health care or auto insurance to be impacted by sites I've visited and stuff I post online.

""So many people in America think this does not affect them. They've been convinced that these programs are only targeted at suspected terrorists. … I think that's wrong. … Our programs are not perfect, and it is inevitable that totally innocent Americans are going to be affected by these programs," former CIA Assistant General Counsel Suzanne Spaulding tells FRONTLINE correspondent Hedrick Smith in Spying on the Home Front. 9/11 has indelibly altered America in ways that people are now starting to earnestly question: not only perpetual orange alerts, barricades and body frisks at the airport, but greater government scrutiny of people's records and electronic surveillance of their communications. The watershed, officials tell FRONTLINE, was the government's shift after 9/11 to a strategy of pre-emption at home -- not just prosecuting terrorists for breaking the law, but trying to find and stop them before they strike. President Bush described his anti-terrorist measures as narrow and targeted, but a FRONTLINE investigation has found that the National Security Agency (NSA) has engaged in wiretapping and sifting Internet communications of millions of Americans; the FBI conducted a data sweep on 250,000 Las Vegas vacationers, and along with more than 50 other agencies, they are mining commercial-sector data banks to an unprecedented degree."

It affects each & every US citizen in one way or another. Good video on privacy & security.

"The last quarter of 2009 should be partly remembered in the advertising community as a juncture when big agencies -- namely Omnicom Media Group, The Nielsen Company, and WPP -- announced consumer data mergers. The deals entailed the marriages of offline and online data and appeared to reveal a potentially major stepping stone in the evolution of "hyper-targeting." Some of the agencies have trumpeted their newfound ability to create consumer segments related to behavioral elements such as "passion points" (e.g., shown interest in electronics, photography, fantasy football, etc.), as well as geographic location, beverage preferences, favorite social media sites, activity levels at the sites, and so on. Augustine Fou, group chief digital officer for Omnicom's Healthcare Consultancy Group and a ClickZ columnist, said that while increased hyper-targeting would likely result from the data marriages, unresolved issues remain before the use of combined online/offline data is widely adopted by brands. "For example, as diverse data sets begin to be integrated, it will become painfully apparent what data can be integrated -- or not -- and specific tradeoffs will have to be made to move forward," he explained. "In particular, privacy policies of sites and ad networks will need to be revisited." The growing ability for marketers to target online ads using data gathered offline has generally raised concern among consumer privacy advocates. To that end, Fou suggested that brands are cautiously optimistic about hyper-targeting and slightly wary of public/consumer perception. "

Marriage of offline and online data sources to target advertising may make tracking more interesting for consumers and advertisers alike.

"Fomer UCLA Healthcare System researcher Huping Zhou has pleaded guilty to violating parts of the Health Insurance Portability and Accountability Act and could be one of the first people in the country convicted under the law, federal authorities announced Friday. After learning he was to be let go, the 48-year-old is alleged to have accessed the UCLA patient records system 323 times during the three-week period, mostly to check out the files of celebrities, according to the U.S. Attorney's Office. The names of the targeted stars have not been revealed. Federal authorities say Zhou admitted to accessing the records -- cruising files that were not necessary to view as part of his job -- under a plea agreement. He'll face a judge for sentencing March 22. It's not clear what kind of punishment the U.S. Attorney's Office will recommend in exchange for his cooperation."

"Consumers are often oblivious to the fact that some businesses share a great deal of their personal information with other businesses who deliver targeted behavioral advertising, says Anzen analysts Megan Brister and Jordan Prokopy. In an e-mail interview with IT Business Edge editor Lora Bentley, Brister and Prokopy say most consumers are just not aware of the business practices of companies that use personal information for profit. The Federal Trade Commission recently held meetings with consumer and privacy advocates, business and government leaders to discuss privacy, regulatory, and business issues of online behavioral advertising. It plans plan to ramp up efforts to protect consumers and possibly push for tougher legislation to protect consumers. One issue, Brister and Prokopy say, is the lack of transparency by companies that engage in behavioral advertising. These companies have been slow to adopt clear data-management policies and even when they do have policies, they are often written in language that is difficult to understand. Fortunately for consumers, some type of regulation appears to be on the way. The FTC appears eager to penalize businesses who lack transparency regardless of whether the consumer actually experienced any real negative effects as a result, Brister and Prokopy say."

"Lora Bentley spoke with Anzen analysts Megan Brister and Jordan Prokopy via e-mail regarding behavioral advertising - what companies are doing, what regulators want to do and what we, as advertising consumers, need to know. With their coworker Miyo Yamashita, the analysts recently wrote a guest opinion for IT Business Edge. Bentley: Why are so many concerned about privacy when it comes to behavioral advertising? What is it about the Internet that convinces consumers that information they share there is not being used? Brister and Prokopy: Most concerns stem from the lack of transparency around data disclosure practices. While consumers may value a Web site's product and service offerings, they are generally unaware that businesses share their information with an extensive group of other businesses in order to deliver targeted advertising. This group includes news Web sites, advertising networks, profiling services, and Web analytics providers, to name a few. As Pamela Jones Harbour, a Commissioner at the Federal Trade Commission (FTC), discussed at the FTC Roundtable earlier this week, there is an asymmetry between consumer perceptions and business realities. Once consumers are informed of businesses' data handling practices, they will want to have more control over how businesses manage their information. As we discuss in our article, some businesses engaged in online behavioral advertising have been slow to adopt transparent consumer data management policies. This is a concern particularly for vulnerable groups, such as minors or non-English speaking consumers, because they may not understand legally written policies. Consumer advocacy groups argue that without knowledge and control over the collection, use, and disclosure of data, Web sites may misuse or expose sensitive data about consumers' health, lifestyles and finances."

"The ubiquity of online advertising is a product of its importance to the internet economy, said a group of consumer advocates Wednesday during a debate on the future of online advertising. But the impact of new targeted advertising methods on consumer privacy and its potential to manipulate online experiences was the subject of heated argument at the event, sponsored by the Information Technology and Innovation Foundation. Privacy does not mean the same thing to all consumers in all situations, said Progress and Freedom Foundation Senior Fellow Berin Szoka. Advertisements are attempts to capture user attention - the "great currency of the Internet" - and when successful support a wide range of valuable content, he said. But in online life, "consumers have many values," Szoka added. "Privacy is one of them," he said, but it is not an absolute. Consumers must sometimes trade privacy for content, he said. "There is no free lunch." As more information and entertainment migrates to the internet, Szoka said it is "critical…that we find a way to support this media." targeted advertising can fit the bill, he suggested - especially if technology gives users more control over their own preferences. Most consumers don't understand that advertising is a necessity for today's internet, he said. New technologies like targeting need to be given a try, he said, so content providers can recoup the value of their advertising - down 25 percent since 2000, he noted. Center for Digital Democracy founder Jeff Chester said Szoka's ideas about advertising's future represented a "false dichotomy." The real debate should be over the rules that regulate advertiser content, he said. Chester warned of a "targeting 2.0″ system in which neuroscience combined with massive databases not only serve ads, but target content to users. "It's about influencing our behavior without our consent," he said. Chester pointed to the subprime lending cr

"Two L.A. traffic engineers who pleaded guilty to hacking into the city's signal system and slowing traffic at key intersections as part of a labor protest have been sentenced to two years' probation. Authorities said that Gabriel Murillo, 40, and Kartik Patel, 37, hacked into the system in 2006 despite the city's efforts to block access during a labor action. Fearful that the strikers could wreak havoc, the city temporarily blocked all engineers from access to the computer that controls traffic signals. But authorities said Patel and Murillo found a way in and picked their targets with care -- intersections they knew would cause significant backups because they were close to freeways and major destinations. The engineers programmed the signals so that red lights for several days starting Aug. 21, 2006 would be extremely long on the most congested approaches to the intersections, causing gridlock. Cars backed up at Los Angeles International Airport, at a key intersection in Studio City, at access onto the clogged Glendale Freeway and throughout the streets of Little Tokyo and the L.A. Civic Center area, sources told The Times at the time. No accidents occurred as a result. As part of their plea deal, the engineers agreed to pay $6,250 in restitution and completed 240 hours of community service."

"Yahoo released a beta of a tool, Ad Interest Manager, designed to be a transparent user dashboard for privacy. It works. Yahoo has everything from your surfing habits to your operating system to your screen resolution. The tool gives users a one-stop shop to opt out of ad categories (statement). As Yahoo notes on its overview: To make our ads more relevant and useful for you, we make educated guesses about your interests based on your activity on Yahoo!'s sites and services. Some of the ads we show you reflect these interests. You can opt out of interest-based advertising altogether using the tools on this page. Here's what it looks like:"