New Ad Targeting Options May Fuel Privacy Worries

Both

MediaPost
and AdAge
have stories on a session at Ad:Tech yesterday on a panel about how search
engines are starting to target ads more on personal behavior and touching a bit
on the privacy backlash that might bring.

John Battelle was on the panel and talked about how privacy policies on how
data is used seem unclear. Gary Stein who heard the panel

thought
John’s idea that people for a transparent system where people can
view information stored on them and edit it might be too complex.

Then again, maybe not. If you could view the profile used to target you at
Yahoo, Google, etc and delete or expunge it, that might be reassuring. However,
that might not wipe out the underlying data (IP address, search queries and
other material from logs) and not be reassuring enough to privacy advocates.

I’ve touched on in various places that I’d like to see some type of "Search
Privacy Bill Of Rights," a topic I hope to get back to in the near future. At
the very least, I’d like to see common concerns spelled out very clearly along
with a common language that all search engines would use to explain where you
stand on them.

How
Should Search Engines Protect Privacy?
in our Search Engine Watch Forums
covers this more, and I’d love to hear your comments there, as well.