Computer Support Blog

Today, we have a disturbing experiment for you to try, assuming you are not using any form of advertisement blocking software and cookies are enabled in your web browser (they usually are if you have your computer set to automatically enter your login information when you visit your most frequented websites).  Open a search engine and initiate a search for something you have never looked for before and shares no commonality with any website you already frequent.  For example, search for “computer glasses” or, even more specifically, “Superfocus.”  Once the search results come up, visit every page on the first page of search results.  Tomorrow when you go online, if not sooner, consciously look at the advertisements on the websites you usually frequent.  The odds are better than even that whatever topic you searched in depth yesterday will appear heavily saturated on the sites you visit today.  In fact, because of Web Targeting, the odds are significantly biased toward advertisements you see being related to that random search topic.

Web Targeting is the process by which advertisers collect and store data, based upon your browser history.  Different sites utilize different advertising programs, like GoogleAds or Amazon Affiliates.  Those sites place a cookie on your hard drive that begins to monitor the sites you visit.  When they evaluate a pattern, the program assumes you are interested in products related to the sites you are on (hence the need to go to multiple sites in the experiment).  Once they evaluate your “interests,” these advertising programs coordinate your “interest” with their database of online businesses who advertise with them.  If there is a match, every site that uses that advertising service will begin displaying advertisements pertaining to your “interest” whenever you visit.

The result can range from the helpful to the downright embarrassing.  If you’ve been looking around the Internet for information on a product or service and then it pops up in an advertisement and leads you to a deal (an unlikely event if you started by using a search engine, which usually can provide “Shopping” links and price comparisons), then that is great.  However, if you are researching a medical condition, especially one with a social stigma attached to it, whether you possess it or not, anyone who looks over your shoulder may see targeted advertisements and become concerned about you.

Facebook has, traditionally, resisted such data mining advertising programs.  This is not to say Facebook has not targeted its advertisements; it certainly has!  With one of the last updates to Facebook, users suddenly discovered their profile pictures associated with products on their friends’ pages!  Facebook’s philosophy was simple: anything on Facebook that you “liked” may be considered an endorsement and anywhere you have participated in a discussion may be used the same way.  Facebook made no distinction between genuine interest and ironic “liking.”  As a result, many users discovered (through their friends because their own pages never showed products they were “endorsing” themselves) they were suddenly associated with adult-themed products or fads they had long since outgrown . . . simply because years ago, they hit “like” on a page.  Even worse, users who used Facebook to debate politics or religion suddenly found themselves being associated with organizations they actually deplored!

But Facebook is now changing its stance and allowing Web Targeting ads.  This means that in addition to “endorsing” products to other people that may not be in line with your personality or politics, Facebook will now be allowing advertisers to target ads to you based upon the Facebook pages you visit.  Facebook claims that the new program will allow advertisers to use only a single cookie that stores only your latest site visits, not examine your entire history to create a portfolio of advertisements.  Facebook’s claim may even be good for now, but the executives at Facebook had a dim view of Web Targeting, until they saw how effective and profitable it was for their competitors.  It is hard to believe such limits will remain in force at Facebook when they have already eroded their position and are now accountable to stockholders who expect unprecedented profitability from the popular social network.

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

Filed under: business, david milman, facebook, networking, networks, news, online resources, performance, rescuecom, spyware