Do-Not-Track Lists Launching, Ad Targeting May Suffer

Most consumers are familiar with do-not-call lists, which are meant to keep telemarketers from phoning them. Soon people will be able to sign up for do-not-track lists, which will help shield their Web surfing habits from the prying eyes of marketers. Such lists will not reduce the number of ads that people see online, but they will prevent advertisers from using their online meanderings to deliver specific ad pitches to them. AOL says it is setting up a new Web site that will link consumers directly to opt-out lists run by the largest advertising networks. The site’s technology will ensure that people’s preferences are not erased later. There is a silver lining for marketers, however: the AOL site will try to persuade people that they should choose to share some personal data in order to get pitches for products they might like. Most Web sites, including AOL, already collect data about users to send them specific ads — but AOL is choosing to become more open about the practice and will run advertisements about it in coming months. Advertising companies fashion their behavioral targeting models differently, but generally the practice involves linking demographic information and Web site visits. Under the practice, people who read articles about babies would receives ads for baby gear even when they move on to read articles about stocks, for example. Much of the information is gathered anonymously, without links to people’s names. Consumer advocacy groups have in the past asked the F.T.C. to set up some kind of do-not-track list for the Internet, but the commission has been hesitant to issue regulations that might slow innovation on the Web.
http://www.nytimes.com/2007/10/31/technology/31aol.html?ex=1351569600&en=83f2477f9e949632&ei=5088&partner=rssnyt&emc=rss