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Advertisers Evade 'Do Not Track' With Supercookies
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Mathew
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Mathew,
User Rank: Apprentice
10/11/2013 | 9:49:09 AM
re: Advertisers Evade 'Do Not Track' With Supercookies
Arms race is the right metaphor. For every tracking technology that gets excoriated by privacy rights groups or interrogated by regulators/legislators, another one springs up.

That's why having a higher-level take on this might create the concept of user rights that aren't tied to technology, and thus subject to abuse, and get more people on the same page.
NG11209
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NG11209,
User Rank: Apprentice
10/10/2013 | 9:15:12 PM
re: Advertisers Evade 'Do Not Track' With Supercookies
I remember the do-not-track debate from my time working at a direct & digital marketing trade publication. This report makes it seem that the debate has shifted more to a steroids-in-baseball-style arms race, with one side racing to stay ahead of the rules. The New York Times has some recent reporting on the subject as well, so it's clearly in the public consciousness G I wonder (if we ever have a functioning government again) if some legislation to codify what's appropriate is coming.
OtherJimDonahue
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OtherJimDonahue,
User Rank: Apprentice
10/10/2013 | 8:31:49 PM
re: Advertisers Evade 'Do Not Track' With Supercookies
Ah, got it. Thanks.

And I'd say the answer to your question is: Both.
Mathew
50%
50%
Mathew,
User Rank: Apprentice
10/10/2013 | 8:15:01 PM
re: Advertisers Evade 'Do Not Track' With Supercookies
First, this type of personal information is a commodity -- it can be bought and sold (for profit). The more information, the more valuable the record associated with a given person.

Second, it gives advertisers "richer" insights into individual consumers (i.e. you and me). Visit a website that's concerned with menopause, pregnancy, erectile disfunction, baseball or divorce -- and the advertiser's algorithms can spot that and serve up more targeted (and thus theoretically likely to get clicked on and converted to a sale) advertising. And every click or completed sale equals revenue for the advertiser and commissions for affiliates.

The "benefit" for consumers, or hit to our privacy? That's open to debate.
OtherJimDonahue
50%
50%
OtherJimDonahue,
User Rank: Apprentice
10/10/2013 | 7:05:05 PM
re: Advertisers Evade 'Do Not Track' With Supercookies
I'm not entirely clear on why sites need/want to track us THAT closely. What's the payoff, exactly?


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