TPSS

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Privacy Implications of Internet Advertising

By: Tony Smith-Grieco

Supervisor: David Clark, CSAIL

“Behavioral advertising” technology is being developed to enable marketers to develop detailed profiles of Internet users based on their surfing and browsing habits.  For example, Internet Service Providers (ISPs) know a lot about users’ interests because they “see” all of the sites people visit, and are starting to try to leverage this wealth of personal data for commercial gain. This may conceivably enable very targeted advertising, but it also raises serious privacy concerns. My thesis will examine this issue, looking at such questions as: who benefits from this kind of targeting (just advertisers, or website publishers and users as well?)  What is the economic value of personal data?  Is it possible to define different categories of behavioral advertising which should and should not be allowed?

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