Behavioural Advertising – Not an Exact Science
We have a love/hate view of behavioural advertising (tracking and targeting of individuals’ web activities, across sites and over time, in order to serve advertisements that are tailored to those individuals’ inferred interests).
On the one hand, if we are going to be served up ads on the web, it is better (for both viewers and advertisers) to be served ads that are relevant to the viewer’s interests. On the other hand, it can be rather creepy to think we are being tracked, especially if there are profiles of us being stored somewhere, and especially if those profiles contain information . . . [more]
