Behavioral-based marketing targeting is a technique used by traditional and internet publishers and advertisers to increase the effectiveness of their campaigns. In the past, marketing firms conducted surveys of readers’ preferences and affiliations. Today, internet marketing firms collect data associated with individuals’ internet behavior. Said collection efforts have been found to be lawful. However, the use of new technology makes keeping internet behavior private more difficult and has given rise to renewed claims of unlawful intrusiveness by internet data. It has also revived an argument that such behavior violates privacy expectations and thus is unlawful.
Internet data behavioral-based marketing has been such an issue because it represents a wealth of possible information for behavioral-marketing purposes, such as data about an individual user’s friends, linkages, locations, and influences. The data is even more valuable because it can be used to determine not only what an individual user wants, but what his or her friends want as well. But internet data behavioral-based marketing may encompass a number of internet websites.
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