Online Behavior Watchers Getting Watched by Feds

What you search for, what you write in e-mails, and which keywords you use all tend to stick with you, especially if you use mega-search engines like Google. Picking up terms from your Internet "footprint," search engines then target you with ads -- a practice the Feds are beginning to investigate, according to Wired. Jessica Rich, the Assistant Director of the Federal Trade Commission's Privacy and Identity Protection branch, argued to Wired that targeted advertising isn't sufficiently transparent; users don't know that their searches are being traced.
At a conference on Computers, Freedom and Privacy in DC last Wednesday, Google suggested that personalized ads are more effective, and more useful to users than blanketed, low-rent ads on, say, dating sites. Jane Horvath, Google's chief privacy officer, stated, "Google doesn't know everything about you." Only a searcher's basic data is kept, she explained, and is limited to noting an interest in music or sports, for instance.
Despite the fact that Google's ad algorithm is "opt out" (users can access their profile and refuse to be traced), the Federal Trade Commission is supporting a new bill introduced by Rep. Rick Boucher that would change such policies to require "opting in." As the FTC sees it, this would help the public become aware of how their information is being used. [From: Wired.com]



Reader Comments (Page 1 of 1)
z-man said 6:43PM on 6-04-2009
"Who watches the watchmen?"
(sorry, i couldn't resist)
Reply