Behavioral Tracking

Online advertising has been around since the dawn of the Internet, and is more or less prevalent on pretty much every site you visit. MySpace, FaceBook, and other social networking sites are especially populated with them, and they are propagated to every user who has to navigate to a different page. Ask any FaceBook user and they will tell you; there is an ad on every page. Some may protest and demand an explanation to why FaceBook is subjecting them to these incessant advertisements. The answer is simple though: the site is free, how do you think they make money? It is a brilliant idea; take a service people will flock to, and make it free, but charge advertisers top dollar to put ads on your site due to the high volumes of traffic. While FaceBook has to pay to keep their domain name and maintain servers that hold all friends, profiles, and other system information on them, they are not hurting for cash. Every time you click on an ad they make some money, and it adds up.

While these ads are seen, who can be sure they are clicked on? Everyone has had an instance where an ad pops up on their web browser that has absolutely no interest to them. Let’s take the stock example of a stereotypical avatar of masculinity: this man loves football and all day meticulously surfs and updates his fantasy football page, making trades and offers. Then he heads over to ESPN and watches some online football to see how the players and teams are doing to decide where to take his team, then an ad pops up. The ad consists of a new flower product that “will make your garden bloom like never before.” After considering for a moment what the ad is, and asserting that “flower” has nothing to do with “pig skin”, the man would quickly exit out the pest and be on with his negotiations.

Things have changed recently though. When this man would get ads of flower products, sweet smelling detergent, and other emasculated items, it was a completely random affair. Now this same man might be seeing ads showing off awesome football strategies, or trying to sell an in-depth guide on all of the major players. While this seems like a good thing, it isn’t. The information is pulled right from your surfing, and without your knowledge.

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