ID Number: G00163432



Targeted Advertising and the Privacy Predicament
4 December 2008
 
Andrew Frank   Adam Daum  

The economy is driving demand for higher yields and performance from online advertising. New targeting techniques can deliver, but force complex privacy considerations on publishers, advertisers, ad agencies, portals and service providers.





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Table of Contents


    
 Analysis

1.0
    
 Introduction
2.0
    
 Basic Privacy Principles
3.0
    
 Marketing Value of Personal Data
4.0
    
 Anonymized Personal Data in the Advertising Value Chain
5.0
    
 Sources of Anonymous Personal Data

5.1
    
 Authentication Data and Syndicated Login With OpenID
5.2
    
 Location Data
5.3
    
 Registered Profiles
5.4
    
 Retained History
5.5
    
 Category Affinity (Behavioral Targeting Data)
5.6
    
 Public Profiles
6.0
    
 Tracking Cookies

6.1
    
 Browser Cookies
6.2
    
 Flash LSOs
6.3
    
 Google's Gears
6.4
    
 Domain Piggybacking and DPI
6.5
    
 Browser-Based Privacy
7.0
    
 Summary and Conclusion

    
 Recommended Reading


List of Tables


Table 1.  
 HTTP Cookies vs. Flash LSOs
 

Table 2.  
 Comparison of Browser Privacy and Ad Avoidance Features
 

List of Figures


Figure 1. 
 Sample Online Advertising Value Chain
 

Figure 2. 
 Sources of Anonymized Personal Data
 



Browse Topics:
 
Privacy Management
Customer Security and Privacy
Privacy Regulations
Digital Media Marketing and Advertising
Media Business Strategies




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Resource Id: 829016