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Google Starts Using Behavioral Ads
Though they give users more control over them

Last year a company called NebuAD started placing hardware on ISP networks that tracked user website visits, then used that data to deliver contextual ads based on those surfing habits. The endeavor didn't end very well. Since the system was thought to potentially violate wiretap and privacy ads, the entire idea imploded under Congressional scrutiny -- and most of the participants in the project now face lawsuits. In an act of bravery (or stupidity), Google now says they're jumping into behavioral advertising with both feet, despite the recent uproar:

quote:
Google said that it planned to segment users along 20 categories and nearly 600 subcategories, and would not create categories for certain “sensitive” interests, including race, religion, sexual orientation or certain types of financial or health concerns. It does not plan to associate the cookie of users with search data or with information from other Google services, like Gmail.
Google tries to explain the idea over at their AdSense blog, saying that the idea's currently in beta, with broader expansion planned for 2009. Google's privacy policy explains how users can opt-out of this new type of user tracking. Of interesting note is that Google is giving users some degree of control over what types of ads they'll see via a new ad delivery preferences portal.

You can expect Google's biggest enemies (AT&T, Comcast and Verizon), who are eager to engage in behavioral advertising themselves, to come out swinging on this subject later today, painting the search giant as the worst sort of privacy violator. Still, there are differences -- namely that Google is giving users some degree of control, and is being transparent about the plan (unlike many of the NebuAD-related ISPs were). We're also talking about a content provider users can choose not to use -- in contrast to an ISP you may be forced to use due to limited competition.

Still, there are legitimate questions and concerns here -- not least of which is why consumers should have to opt-out of anything, ever -- and whether Congress will pass a law requiring all such projects be opt in. The system's use of an opt-out cookie is also a nuisance for consumers who frequently delete cookies (though Google has apparently tackled this with a Firefox and IE plugin). Your thoughts?

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FFH5
Premium Member
join:2002-03-03
Tavistock NJ

2 edits

2 recommendations

FFH5

Premium Member

Some things to consider

The opt-out cookie is not a google.com cookie, it is a doubleclick.net cookie. I allow Google cookies on my systems but not doubleclick.net cookies. So the Google preferred opt-out method wouldn't work unless I made an exception.

I could use the Firefox add-on mentioned, but I have a better way. I use the Firefox add-on "Adblock Plus" along with a subscribed filter lists that blocks all Google ads along with Google analytics tracking cookies at thousands of sites. I use Easylist and EasyPrivacy at »easylist.adblockplus.org/

Of course Adblock Plus blocks more than Google ads. It blocks ads from all vendors on just about every site I ever visited.