Aplus.net Blog

First there was “Do Not Call.” Now, if a coalition of privacy groups gets its way, there might be the Internet equivalent: “Do Not Track.”

So begins a story in the Business section of today’s Los Angeles Times entitled “Privacy groups seek ‘Do Not Track’ list for Web users” (read it here). The story discusses the growing dissatisfaction centering around the fact that many online advertisers now actively track consumer Web surfing patterns in order to better fit their ads to consumers’ particular tastes and habits.

This practice, called “behavioral targeting,” is largely unknown to the general public. Although it’s no secret in the Internet industry, many American consumers are completely unaware that the websites they visit and the purchases they make online are being monitored, according to the story.

“This is something that is being done secretly — people don’t know it is going on,” said Paul Stephens, director of policy and advocacy at the Privacy Rights Clearinghouse, based in San Diego. “Consumers are without really knowing providing a very detailed picture of their lifestyles, spending habits and interests.”

Behavioral targeting programs collect data about someone’s Web-browsing activities, such as sites visited or searches made, often storing text strings called cookies on the person’s personal computer or browser. Companies use the information to tailor online ads to fit a person’s tastes and purchasing habits.

Some companies are moving fast to reassure customers that they don’t engage in these practices:

AOL said Wednesday that it was moving to reassure its customers, launching a campaign to teach people how to opt out of behavioral targeting and placing banner ads on its site explaining its policy.

“If users don’t know how their information is being used, it creates mistrust and concern,” said Jules Polonetsky, AOL’s chief privacy officer.

What do you think? Are you concerned about this issue? Are you aware of it? Sound off in the comments section and let us know what you think.