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Online Behaviour Tracking and Privacy: 7 Worst-Case Scenarios

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According to the Interactive Advertising Bureau (IAB), “more than 80 percent of advertising campaigns in 2009 involved tracking of some sort” (Kessler 2010). Privacy advocates argue that citizen rights are being violated by the practice of online behaviour tracking by advertising businesses. The data retrieved in this context is used for online advertising by tracking online behaviour and using such data to target ads; data mining.

There are 7 worst-case scenarios that could happen if online tracking continues to be unimpeded or if controlling regulations are not established. One, “consumers remain ignorant of tracking” (Kessler 2010). People use the web thinking they are anonymous, but in fact, we are not. Two, “Online Tracking Evolves Past the "Creepy Line"” (Kessler 2010). Passing the ‘Creepy Line’ means to track more than just the broad categories. Three, “Privacy Solutions Require You to Opt Out -- Not In -- And Nobody Notices” (Kessler 2010). This is a self-regulation program allowing the user to opt out of online tracking. Four, “Privacy Solutions Require You to Opt In -- And Kill the Ad Industry” (Kessler 2010). The growth of this industry would slow down if online tracking was shut down. Five, “Individuals Leverage Online Tracking” (Kessler 2010). Firefox plug-in, Firesheep allows for the hacking of unprotected wireless networks. Six, “The Internet Gets Expensive” (Kessler 2010). The web was free to access before online tracking existed and it is still free today after online tracking was introduced. Seven, “Personalization on Websites Disappears” (Kessler 2010). The banning of tracking takes away the personalization aspect of websites.

Works Cited KESSLER, Sarah (2010). Online behavior tracking and privacy: 7 worst-case scenarios. Online at: <[]>, consulted on November 6th, 2010.

Discussion What is your stance on this debate? Are targeted ads merely a part of the internet ad space or are they an invasion of privacy? Would you ever consider the opt out option to not have ads displayed according to your online browsing history and e-mail messages? (Yet, information will still be collected from you). Would you want to be tracked in some cases just for the purpose of personalization on websites?