A look at ‘behavioral advertising’ on the web from both a marketer’s viewpoint and a consumer’s viewpoint.

1. The Privacy Controversy ABSTRACT: A look at ‘behavioral advertising’ on the web from both a marketer’s viewpoint and a consumer’s viewpoint. Who has the right to our information? Presented by: Alyssa VanDurme

2. Why we need to know our audience Saturation of the market Decreased spending, and as a result, we need to increase customer loyalty Geographic targeting Consumer intelligence of marketing strategies is growing Our Reasons

3. Audience Measurement Google: +1, Google analytics Facebook: “Likes” Blog: blog roll, comments Twitter: follow, tweet, re-tweet LinkedIn: Connections Foursquare: Physical location Others? Digital Analysis Tools

4. What they know about you Name: Alyssa VanDurme Gender: Female Age: 23 IP address: 192.168.0.18 Facebook ID #: AV3268898143 Browser History: https://mail.google.com/inbox; http://buffalo.craigslist.org/apa/; http://www.facebook.com/avandurme Search History: International Health Insurance; Tagalus; womansrainboots Foursquare location: Wegmans(Amherst St, Buffalo) Most Recent Online Purchase: ValoreBooks, Marketing Communications freecreditscore.comResult: 720 Online activities Demographics Favorite brands Political views Health worries Shopping habits Financial situations Even your real name

5. What do they do with all that info? PPC ads: geospecific and demospecific targeting We as marketers know, but does the average consumer? If they did, how would they feel? As a consumer, do you wonder how much $ are they making off of us?

6. Facebook breach http://online.wsj.com/article/SB10001424052702304772804575558484075236968.html?mod=wsj_share_twitter Privacy

7. How worried are consumers? http://techcrunch.com/2011/04/10/how-worried-are-consumers-about-privacy/ “While concerns about consumer privacy are justified and need to be examined (and possibly legislated) in the age of social media, the current frenzy may be blown out of proportion.” “We need to ask ourselves whether consumers are truly worried about guarding their information. And if so, what are the conditions under which they are willing to provide personal information?” Privacy

8. How concerned are you about advertisers tracking your behavior across the Web? 14,573 responses WSJ: What They Know

9. Would you be willing to sell personal details about yourself to advertisers? WSJ: What They Know

10. ‘What They Know’ A Wall Street Journal Investigation WSJ journalists studied and documented Internet-tracking technology Analyzed the tracking files installed on people's computers by the 50 most popular U.S. website (including WSJ.com) Developed an "exposure index" -- to determine the degree to which each site exposes visitors to monitoring The investigation has found: “The largest U.S. websites are installing new and intrusive consumer-tracking technologies on the computers of people visiting their sites—in some cases, more than 100 tracking tools at a time.”

11. Privacy Statements Bebo.comcollects the following types of information from users: Information provided by you: We collect personally identifiable when you register - Name and email address This information is needed to set up your personal profile. As part of your personal profile, you may choose to submit or incorporate additional information - Age, hobbies, interests, photos, music and videos. Information automatically transmitted from your computer: Includes information from cookie, your IP address and browser type. We also collect information about how you use the Bebo Service, including information about the features you use and where you go on the Service. Information about you as a Bebo member may be supplemented with additional information, including publicly-available information and information from other companies. Bebo.com

12. Use and Disclosure of Information Bebo may transfer information about you and your use of Bebo, such as your IP address, information stored via cookies, and other demographic information about you, to our advertising affiliates, partners (Yahoo!) and other third parties. This information may be used to provide advertising, promotions and other products and services that may be of particular interest to you. It may also be used to provide you with a tailored choice of content and media products. Our advertising and promotions partners have no access to your name or personal contact information stored by Bebo unless you choose to share it with them. Bebo does not provide your name or personal contact information to an advertising partner when you interact with or view a targeted advertisement. We reserve the right to transfer your personally identifiable information in the event of a transfer of ownership of Bebo.com, such as acquisition by or merger with another company. Bebo.com

13. Use and Disclosure of Information A summary of what information Dictionary.comcollects about users, what it does with the data, and how long it keeps it. Information About You Where You Browse on the Site: Yes, but browsing and search data are kept anonymous. Your Files and Communications: No Information Volunteered by You Demographic: Yes Financial: Yes How They Manage It Allow Outside Trackers:Yes, but it provides a link to opt out of some trackers. Customizing Ads:Yes How Long They Keep It:Not disclosed. "Through cookies placed on your computer, third-party advertising networks may recognize you when you visit other sites and properties where they also place advertisements." Dictionary.com recently said it plans to reduce the number of cookies placed on the site. Dictionary.com

14. Use and Disclosure of Information A summary of what information Wordpress.orgcollects about users, what it does with the data, and how long it keeps it. Information About You Where You Browse on the Site: No Your Files and Communications: Yes Information Volunteered by You Demographic: Yes Financial: No How They Manage It Allow Outside Trackers:Yes Customizing Ads:Yes How Long They Keep It:Not disclosed. "From time to time, WordPress.org may release non-personally-identifying information in the aggregate, e.g., by publishing a report on trends in the usage of its website." Wordpress.org says it collects as little personal information from users as possible. Wordpress.org

17. "Data is a new form of currency.” - Shane Green, Chief Executive of Personal Inc.Property Rights

18. Opting out http://articles.cnn.com/2011-01-28/tech/personal.advertising_1_ad-networks-linkedin-firefox?_s=PM:TECH Google and Mozilla have introduced ways to opt out behavioral advertising Google's solution: Chrome web browser that lets users proactively block certain advertisers from serving them behavioral ads. Mozilla's solution: bundle a "do not track" feature with its browser, but require websites and ad networks to agree to recognize such requests from Firefox users. Microsoft also has plans for letting users opt out of behavior ads Federal Trade Commission is considering a formal Do Not Track list

19. The bottom line The privacy controversy arises from a conflict between what consumers want – privacy – and what we as marketing professionals want – more personal data to better target our audience. There is currently no consensus (or strict regulations) on who has the right to a person’s information on the web.

20. Discussion Questions: As a marketing professional, is it part of our jobs to take as much information about our audience from wherever we can? How can we as marketers find the middle ground to make the advertiser or client happy, as well as maintain the trust of the audience and honor their right to privacy?

21. Work Cited How Worried Are Consumers about Privacy?http://techcrunch.com/2011/04/10/how-worried-are-consumers-about-privacy/ Web's Hot New Commodity: Privacy.http://online.wsj.com/article/SB10001424052748703529004576160764037920274.html The Web's New Gold Mine: Your Secrets. http://online.wsj.com/article/SB10001424052748703940904575395073512989404.html#articleTabs%3Darticle Facebook in Privacy Breach.http://online.wsj.com/article/SB10001424052702304772804575558484075236968.html?mod=wsj_share_twitter What They Know.http://blogs.wsj.com/wtk/ 'Like' it or not, online ads are getting personal. http://articles.cnn.com/2011-01-28/tech/personal.advertising_1_ad-networks-linkedin-firefox?_s=PM:TECH