How is the internet targeting you and using your online activities to sell you products? One way is with the use of Google's Double Click Program.
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| (Delamarti, 2011) |
Double Click is a business owned by Google that makes money from online advertisers and publishers. The way it works is when a user opens a web site to which Double Click supplies advertising, the users computer sends a message to the web site’s server requesting that it send it the desired web page and it also deposits a cookie on the user’s computer that links the user’s computer to the Double Click server, which sends the advertising that belongs on that web page. The Double Click server contains a profile of the user which contains data about the user complied via cookies and other tracking technologies. The server uses the profile to target advertising to fit the preferences of the particular user. With the data they collect they use it to build a profile of your behaviors and send ads that are relevant to your online activities. This behavioral targeting comes in two categories. (Geary, 2012)
Targeting for one website owner: An online publisher can set a Double Click cookie to tell them what sections of their sites you are browsing. Double Click will then judge the type of adverts you might like to see from what you're browsing. For example, if you are on a news website and you visit the sports pages, then advertisements for match tickets may be more relevant than makeup. This information belongs to the website owner only.
Targeting in advertising networks: Google runs a service called AdSense, in which lots of different publishers pool the information they get on browsers. This helps them build up a better idea of the type of advertisements someone might want to see. This is a third-party advertising cookie.
Do you believe the internet has crossed the line concerning your privacy? Have you ever bought a product that you believe was a targeted ad to you? Please explain your thoughts.
Sources:
Delamarti, B. (2011, December 8). Excel Enthusiasts.
Geary, J. (2012, April 23). DoubleClick (Google): What is it and what does it do?
Is doubleclick a separate entity of google or is it tied to AdSense?
ReplyDeleteIn terms of privacy on the internet, I think it has been an evolution with time. It has to be expected that, as the number of users, both personal and commercial, increase that the need and uses for information increase. I think the biggest problem related to privacy revolves around younger (18 and under) users and how they use the internet. As far as crossing the line, ethically this may be true. With the length of terms and conditions for certain sites and programs.
Also when a user has freshly wiped their cookies how do they determine the advertising for a specific user? Do they use a trend based on their average user's preferences?
In terms of privacy, I think it is fine for them to do that for doing advertisement. It's not like they use the information for a wrong reason on then make ad that is suited for the users. Nobody has privacy on the internet. The best they could ever do with the information is use it for advertisement.
ReplyDeleteHowever, there are moments that the ads where not suited for me. For example, I remember trying to find a software for my sister by using the internet. Ever since then, I'm getting advertisement of the software that I am not interested in. Eventually the advertisement goes away after looking up my personal interest.
Kevin Andujar
In regards to privacy I don't think that double click is crossing the line. It is just better advertising. These companies are trying to catch your attention and double click is a great invention to help companies do so. My one question is the same as Kyles above, If I were to delete my cookies on a regular basis, how do they know which ads to display? If they have a way to still understand my preferences then maybe it might eventually get too intrusive.
ReplyDeleteI also agree that you dont have privacy on the internet anymore and also that it's a good business tool to be able to track potentional customers to better market to them. As far as the question on if you delete your cookies how can they still track your behaviors to advertise, is because Flash cookies are activated through a feature in Adobe's Flash plug-in called "Local Shared Objects" (LSOs). This means that even if users have cleared their cookie settings (by directing their browser to “block” or “delete” cookies), sites can still use a feature of Flash to track their online behavior. So I guess either way if delete your cookies on a regular basis or not while you are browsing online you will be targetd by advertisers.
ReplyDelete