1. Tracking of online activity is accomplished by various means,
including
·
Cookies
o
A number/text file downloaded to your
computer (principally on your browser) that the website can correlate with that
computer, recognizing that you've been there before
o
Enable you to get around putting in
all your information every time you visit that site
·
Example: Cookies on Amazon allows the
website to remember your billing info
o
Super Cookies: Even if you log out of
a site (like Facebook), it will still track your online activity
o
Don't work as well on mobile devices
·
Web beacons
o
Small, often undetectable bits of
code that are embedded in websites/documents. Identify and monitor user
activity on that particular website. Will tell the server how long you were on
that particular page.
·
Canvas fingerprinting
o
Also known as digital fingerprinting.
o
Performs the same functions as
Cookies. It will instruct your browser to draw a unique, hidden image that will
identify your device
o
Allows tracking over multiple
platforms
·
Info is sold to online ad agencies
that target the sites you visit with specific advertisements
o
Targeted or behavioral advertising
advertises items that match your interests based on collected data. Has a
higher reception rate than typical advertising.
o
Advertising agencies are using info
they've gained about you either directly or from other sources to develop these
targeted advertisements.
o
Online ads are what economically
support the internet and allow free internet services without paywalls.
·
Discomfort for these tracking methods
led to Do Not Track initiative
o
Original intent to allow the consumer
to opt out of having their web surfing tracked. Similar to the "Do Not
Call" list, where people are allowed to opt out of solicitation calls.
o
After about 5 years, the parties
could not come to an agreement to do this voluntarily, and the Do Not Track
effort failed.
o
Major browsers began to build in a Do
Not Track header. When they attempt to connect to a website, they now include a
header a signal that says that this individual does not want to be tracked.
This does not mean you are being tracked, as the website owners do not have to
honor that signal.
o
The Digital Advertising Association
represents all the major online advertisers, opposed Do Not Call, proposed a
voluntary program for users to opt out of being sent targeted adds, although
you would still be tracked online
·
In response to failure to adopt DNT
various ad blocking software was developed.
o
Data brokers and web sites began to
develop counter programs to counter adblockers
·
Technology arms race between the
blockers and anti-blockers; some sites will not allow access if ads are blocked
2. Consequences of Anti-Tracking
·
6 in class have installed adblockers
· If majority of consumers used adblocking
software most sites would lose their primary source of revenue, might resort to
putting up a paywall
· 5 in class have upgraded to YouTube
Red, Spotify Premium, Google Play, etc. which are add free service but charge a
fee instead
3. Online Behavioral Advertising
·
The online trade agency DAA (Digital
Advertising Agency) opposed Do Not
Track, and implemented a self-regulatory program for behavioral
advertising, The program allows a
consumer to click on an icon to access the Adchoices program where a consumer may
exercise some control over the behavioral advertising he/she receives.
· Only one person in class recognized
the DAA icon
· Can go on the DAA site and see how
many companies are tracking you.
4. Question of the Week
·
Would you be willing to pay a monthly
fee of $25 to access the WWW is ad free and no tracking?
o
Yes…5
o
No….7
· For some the answer was a function of
cost (e.g. I would pay $5 but not $25)
· For some, it was an issue of
equality, that the Internet is a democratic platform that everyone should have
access to, don't want different "classes" of users
· For some, use of ad blocking software
was sufficient.
5. Garet’s Blog Post
· Data Broker ‘s “absolutely need to be
regulated.”
· Majority of class agreed
6. Data Brokers
· $156 Billion industry, a "shadow
industry"
· Congress has been unwilling to
regulate this industry for legitimate and illegitimate reasons
· Data Brokers collect huge amounts of
information, and very little laws regulate use and collection
o
Can't use certain information for
employment reasons
o
Can't ask someone their race or
gender to determine housing
o
Can't ask someone about medical
conditions when seeking health insurance
· Acxiom has profiles on over 500
million individuals, sometimes with over 1500 data points on a person
o
Created a website where you can request
the core data it has about you, but not the "inferred" or modeled
data about you based on analytics
o
Provides info on demographics, home,
vehicles, purchases, and economics
o
Some consumer classifications that
Acxiom uses to classify people include
·
Addictive personality
·
Reckless behavior
·
Allergy sufferer
·
Dieter
·
Heavy social media user
·
HIV/aids sufferer
·
Gambler
·
Non-English speaker
·
Single mother struggling in an urban
setting
·
Rape/Sexual assault victim
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