Session+_23+-+Course+Wrap-Up

Session+_23+-+Course+Wrap-Up - Analysis of Emerging...

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Analysis of Emerging echnologies Technologies Course Wrap-Up December 8, 2010 1
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ww coursesurvey gatech edu www.coursesurvey.gatech.edu
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FTC’s “Do Not Track” proposal The issue : The Federal Trade Commission (FTC) is concerned that consumers have too little control over how their online activities are being tracked for advertising purposes. Ever read a web site’s privacy policy? The proposal : Create a browser- ased mechanism that allows consumers to e p oposa Ceaeabo se based ec a s a a o s co su e s o opt-out of “behavioral targeting,” either completely or for certain categories. Users would still receive ads; they just wouldn’t be based on their browsing istories histories. FTC allowing a two-month comment period, after which a revised policy will be nnounced Will likely need Congressional action to enforce a “Do Not Track” announced. Will likely need Congressional action to enforce a Do Not Track policy. 3
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Background: Cookies What is a cookie? A text file that a web server can store on a user’s hard disk. Request page Log-in Send page + cookie Database ID Name Credit Card id 162278 162278 Eric Overby Xxxx-xxxx- xxxx-xxxx 283923 Cookies are designed so that only the site that issued a cookie can access that cookie. I.e., only Amazon can access the Amazon cookie.
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First and Third-Party Cookies From www.cnn.com From doubleclick.net First-party cookie: From e site I am visiting (e g Third-party cookie: From a third arty’ss ite ften an dvertising the site I am visiting (e.g., cnn.com) party s site (often an advertising network)
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Cross-Site Profiling Washington Post 8923 Ad 28923 d Ad ID Web Site 28923 www.washingtonpost.com 8923 ww ajc com Ad 28923 www.ajc.com 28923 www.aol.com
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Some (Relatively) New “Advancements” If you try on a sweater at the mall, and don’t buy it, does the sales agent chase you through the mall trying to entice you to come back? f course not but such are the possibilities of the Internet Specializes in personalized retargeting on the Internet. Of course not, but such are the possibilities of the Internet. Designed to lure you back if you leave a site without buying anything (or perhaps if you did.) http://www.criteo.com/us/solutions/demo http://www.zappos.com
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Want to Opt Out? Can “opt out” of targeted, behavioral advertising either via BlueKai individually or via the Network Advertising Initiative, which will remove you from multiple networks. http://www.networkadvertising.org/ What if everyone opts out? So you’ve opted out. Now you’re all set, right? Not if you delete your cookies, or use a different browser, or a different computer / phone, etc. http://www.macromedia.com/support/documentation/en/flashplayer/help/settings_manager06.html Don’t forget about Flash!
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Online Privacy “Dashboard” nline advertising industry seeking to regulate itself to forestall government intervention Online advertising industry seeking to regulate itself to forestall government intervention.
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This note was uploaded on 02/08/2011 for the course MGT 3743 taught by Professor Staff during the Fall '10 term at Georgia Institute of Technology.

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Session+_23+-+Course+Wrap-Up - Analysis of Emerging...

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