behavioral targeting, advertising,andthe web an evaluationo（行为目标,广告,和web evaluationo）（19页）.docVIP

Behavioral Targeting, Advertising, and the Web: An Evaluation of Todays Dont Ask, Dont Tell Regime of Consumer Tracking Online [P]rivacy is…an emotional and psychological need, the need to be left alone so that a person can reformulate and re-create himself without anyone noticing the process. It is this creative aspect of privacy, the inner state of mind that allows a person to think about, tinker with, and re-create his personality, which is important not only to an individual but to society. -N.D. Barta, author of Digital Freedom: How Much Can You Handle? For most of us, our use of the Internet has been made at least traceable in ways most of us would never even consider possible. -Lawrence Lessig, Internet scholar and author of Code 2.0 Perhaps we were so intent on avoiding Orwells totalitarian Big Brother that we did not notice the arrival of millions of tattletale busybodies. -Peter H. Lewis, former New York Times technology columnist People should have dominion over their computers...The current ‘don’t ask, don’t tell’ in online tracking and profiling has to end. -Jon Leibowitz, FTC Commissioner Introduction Is the Web different in the advertising context, and does any difference matter? This paper argues that it is indeed different, and that it does matter. The web differences that are emerging in the world of online advertising pose major threats to consumer privacy interests and require a closer look by industry leaders, regulators, and consumers alike. As one commentator has noted, [c]ollection of personal information on the Internet runs rampant, both through direct and indirect means, both in the open and secret. In exploring the differences in advertising on the Web as compared to traditional media, this paper focuses on the particular practice of behavioral targeting -- tracking of consumers activities online for the sake of delivering website advertisements targeted to those activities. Part II provides a background of ad