Big Brother on the Net
August 2, 2010
| 11:42 AM
Advertisers and companies are tracking individuals' behavior on the Internet in significantly more depth and detail than most people are aware of, a new study conducted by the Wall Street Journal found.
On average, the nation's 50 top Web sites installed 64 pieces of tracking technology onto the computers of visitors, often with no warning. Dictionary.com, Comcast.net and MSN.com installed more than 100 tracking tools each during the Journal's test. Small programs and files known as "cookies," "flash cookies" and "beacons" do the tracking work.
The data about individuals' Web habits is funneled to a growing data-gathering industry that sells profiles to commercial interests. BlueKai, which describes itself as the largest auction marketplace for all audience data, is one such firm. The information allows advertisers to 'follow' people around the Internet with tailored marketing messages.
The study comes at a time when the FTC is contemplating the creation of a 'do-not-track' list (see related story -- subscription required).
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Privacy
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