4 Ways Behavioral Targeting Is Changing the Web
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We’ve already seen signs of it — targeted ads on Facebook, suggested people to follow on Twitter, even Google Instant seems to know what you’re thinking — but how is behavioral targeting changing the Internet at large?
Here’s how behavioral targeting works: Targeting companies establish an agreement with a publisher, who puts a piece of code on his website. (That publisher must have a clearly stated policy for the consumer to opt out from having data collected.) Then, when you’re browsing the web, the site will put a cookie on your browser, which populates as you surf. (Though one interviewee, ContextWeb, targets based on content and not cookies.) Read more…