What Is Cross-Site Profiling?
As technology advances, companies are finding new and innovative ways to target customers by tracking their movements and habits on the internet. One such way is through cross-site profiling, whereby companies can view the the sites customers visit and create a user profile based on their preferences and interests.
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What is Cross-Site Profiling?
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Cross-site profiling is when a company collects data from various websites to find information on online surfing habits and movements. This data tracking allows companies to target customers based on their Internet usage and the sites they visit. While it's relatively simple for a business to collect and analyze data this way, it generally does not involve collecting data that is traceable to a single individual, and the person tracked remains anonymous. However, the data gathered allows companies to create a profile with enough information to target an individual's interests.
Banner Ads
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One of the most popular methods of collecting information comes from banner clicking. For example, advertising companies may have banner ads on several sites and use the clicks on these ads to track surfing information. The drawback to this method is that data is only obtainable if a customer clicks the ad. However, by determining what advertisements a user views, companies can determine the products and services that interest the customer the most as well as the overall effectiveness of an advertising campaign.
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Tracking Cookies
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A cookie is a file that stores itself on the user's hard drive and can track information such as website traffic, online purchases and user preferences. Through the use of cookies, companies can create their own profiles, and collect and analyze data across various websites. However, more and more Internet users are aware of tracking cookies and are able to delete them from their computers, hampering a company's cross-site profiling efforts.
Privacy Issues
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There is no legislature regarding cross-site profiling. However, privacy issues arise if the company attempts to collect personal data or information that the user may wish kept private. While most companies avoid the practice of collecting personal information, some may try to obtain information the user may wish to keep private. To protect themselves from potential legal situations many companies make users aware that they are collecting personal information through the use of a statement or terms that the person must agree to before entering information. The FTC does not regulate the use of statements or terms of agreements, however, so it's important for to be cautious when entering personal information onto a site.
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References
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