Every Internet user knows the hassle of constantly popping up advertisements and other flashing ads on the side of their screen. While most just view this as the trade-off that they give while surfing the free Internet, some are a bit more worried. And with good reason; recently, a new practice has begun: behavioral advertising. This will actually go into your browsing history, scan it to determine your interests, and then put ads all around your page based on it. It is a bit invasive, and completely involuntary.

The premise is simple; give people ads that they might actually consider. Imagine a dainty young woman into flowers, teacups, and all things cute and cuddly. If while on a beauty website, she encounters an ad for a protein shake that is guaranteed to put on fifteen percent more muscle in one week, she probably isn’t going to even think about clicking it. On the other end of the spectrum, if a muscle-bound college kid is managing his fantasy football team, and an ad for a miracle garden solution pops up, he probably won’t think twice before exiting it out.

These may be a bit extreme, but everyone has had something like this occur. One can see two sides of the coin to this new behavioral advertising; one is good and puts ads that you may actually consider on your screen, and another is bad and completely invades your privacy without permission.

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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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Do you remember the days when you would get random advertisements on your computer that had absolutely nothing to do with what you like? Those days are long. The Internet took a page out of television’s book. First, they began to place appropriate ads on appropriate sites, just like T.V. Consider a sports channel; likely there will be many ads about football and baseball tickets, and little about the new Cabbage Patch kids doll. The Internet then became the same way. On a guitar chat website, one would see guitar cables, amplifiers, and guitars rather than miracle-grow garden solution. They have stepped it up once again, but this time not everyone is happy.

Enter behavioral advertising. This new form of ads actually investigates your browsing history and other documents on your computer to form a keyword profile of what you like and are interested in, and then brings ads to you based on those investigations, and this is all involuntary. Privacy advocates are having fits over this, and the public are scared that their sensitive information will be compromised, and it won’t have even been their faults.

“Is it worth it” is their slogan, and they say that it isn’t worth having someone’s entire computer scanned just for more ads to be thrown at them. It also is involuntary, often an entire ISP (Internet Service Provider) signs up all of their customers for a portion of what the advertisers make. It is all about the money. That’s what these advertisers think; these tailor made ads will lure people into spending their hard earned money.

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Although the Internet has many uses these days, the most popular use of it has to be for online shopping. It seems that Ebay may have started the craze, but these online vendors have blown up since its advent. Amazon, Craigslist; they all are successful sites and are probably the most highly populated sites on the Internet today.

Although these places say they are all about the customer, one cannot sometimes always be fooled so. Many of these companies are coming out of the woodwork and coming into scandals regarding the privacy of their loyal consumer’s data.

When you sign up for these stores services and go to buy something, you are prompted to enter all sorts of data. At the time, it all seems to be for the good of expedited shipping, and other company related things. Even a credit card number is required, so that the seller may have access to his or her money.

Everybody is familiar with the stories of people getting swindled by false companies, or being tricked by an unreliable seller. This is not a big concern on the big selling sites, but there is another thing that is. They sell your private information to third party companies who then in turn try to sell you even more things.

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