6. How do they do it?
Website installs a 3rd party “cookie” on the
user’s computer
Not all cookies are bad (i.e. saved passwords,
shopping cart)
Cookie observes and records clicks
Information is sent to a tracking company
User profile of behavioral traits is created
A dossier containing hundreds of user profiles
is sold to a marketing company
Different ads begin to appear across websites
the user peruses
Almost every website is complicit
7. The Real Problem
Ad networks have created a new type of
cookie
Less noticeable
Harder to delete
Flash-based cookies can reinstall
themselves on the user’s computer after
being deleted
Many of the top applications on Facebook
have been transmitting identifying
information
8. How is this legal?
Fourth Amendment
“The right of the people to be secure in their
persons, houses, papers, and effects,
against unreasonable searches and
seizures, shall not be violated, and no
Warrants shall issue, but upon probable
cause, supported by Oath or affirmation, and
particularly describing the place to be
searched, and the persons or things to be
seized.”
9. How is this legal?
Katz v. United States (1967)
“Right to Privacy”
Immaterial intrusion with technology is
considered search
All places where a person has "reasonable
expectation of privacy“
Little to no regulation
Personal details are excluded
10. Are there any benefits?
More accurate advertisements
Revealing a new product to the
consumer
Online shopping is more efficient
11. Solution
Federal Trade
Commission backs a
do-not-track system
An option or button to
refuse tracking would
be placed in browsers
The $23 billion online
ad industry immediately
rejected the FTC's
proposal
Open Data initiative
An icon (left) is placed
on ads that, when
clicked, shows the user
their tracking profile
12. Works Cited
Angwin, Julia. "FTC Backs a 'Do Not Track' System for
Internet."The Wall Street Journal - WSJ.com. 2 Dec.
2010. Web. 05 Dec. 2010.
<http://online.wsj.com/article/SB10001424052748704
594804575648670826747094.html>.
Angwin, Julia. "Personal Information Exposed Via Biggest
U.S. Websites."The Wall Street Journal - WSJ.com.
30 July 2010. Web. 05 Dec. 2010.
<http://online.wsj.com/article/SB10001424052748703
977004575393173432219064.html?mod=what_they_
know>.
Steel, Emily. "Some Internet-Use Tracking Firms to
Reveal What They Know." The Wall Street Journal -
WSJ.com. 3 Dec. 2010. Web. 05 Dec. 2010.
<http://online.wsj.com/article/SB10001424052748704
377004575650802136721966.html>.
