RIP Ad Targeting by ISPs?
Tuesday, September 2nd, 2008In an announcement that’s sure to bring joy to privacy advocates everywhere, it seems most ISPs are shuttering plans to monitor user activity for the purpose of directed advertising. This is the practice by which they record your web surfing activities, selling the data to advertisers who then send you “directed” ads based on your surfing preferences.
Aside from the free money ISPs would make from it, I don’t see how this got as far as it did. Think of the concept in real-world terms: you walk into a department store, and browse basketballs in the sporting goods area. Then you wander over to automotive and look at wrenches. How would you feel if, as you left the store, someone walked over and said “we noticed you were looking at these things today, here are some upcoming sales you might be interested in. Oh, and by the way we know your name and address and will be sending you even more ads for the same items.”
That’s what this strategy broke down to — free access to your habits for anyone who wanted to pay for it. The reason it’s now deemed unacceptable is obvious: privacy. Plus, ISPs have complained for years that they should be treated, like the phone company or postal service, as a “common carrier.” They’ve always argued they’re not liable for, or in control of, the data they transport. As a common carrier, they aren’t responsible for cutting off transmission when someone is uttering a threat or planning a robbery. They don’t look at the data, they just move it from place to place.
This makes sense. The phone company isn’t allowed to tap your calls whenever it wants to. The post office can’t open and sift through your mail. So if ISPs are common carriers, how can they be allowed to look at your browsing habits and sell that information to advertisers? Congress seems to agree, as do overseas users who are bringing the practices of another company there under scrutiny.
It’s time this situation gets defined clearly, and fixed rules are established. Until that happens, consumers are trapped in the middle.