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ARTICLE · 25 MARCH 2009

Behavioral Advertising: Thumbs Up Or Down?

Duane Morris LLP
Duane Morris LLP
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Behavioral or target advertising seeks to direct ads to Internet users based on information collected from their prior online browsing.

United StatesMedia, Telecoms, IT, Entertainment
Eric Sinrod
Eric Sinrod
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Reprinted with permission from FindLaw.com

Behavioral or target advertising seeks to direct ads to Internet users based on information collected from their prior online browsing. The goal is to customize the Internet experience so that Internet users receive content that reflects their own interests and preferences. For example, someone who is an avid golfer may want to be shown advertising relating to golf clubs but not about knitting, gardening or other matters unrelated to his or her interests. While such a customized experience may have perceived advantages, there can be privacy worries, as the online world may seem a much smaller place when individual browsing habits are tracked, collected and used to place a person within certain categorical boxes.

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