Remember Phorm, the evil data pimps who wanted to collect browsing data on Internet users so that they could deliver targeted advertising?
Well, yes, of course you do. It was only a few months ago that the company effectively folded in the UK, having been battered by a succession of staggeringly stupid PR blunders, leaving their investors seriously out of pocket.
So the world and its dog can breathe a sigh of relief that it's safe from this invidious form of advertising, which threatened to usher in a cataclysm unequalled in the annals of human history, surpassing the plagues of Egypt, the eruption of Krakatoa, the rise of Jedward etc. etc.
Er, actually, no. A little-known Internet firm called Google is doing exactly the same thing, with nary a murmur of discontent from the brave warriors who brought Phorm to its knees. And we're not talking about Google's gentlemanly habit of routinely reading Gmail users' emails so that they can serve them with targeted ads. No, it goes further than that.
Some of our more technically literate readers may know that the world's largest text ad broker has, for ages, served up different search results for users logged into its services, such as Google Calendar or Gmail. These search results are tailored to users' previous browsing behaviour, so if you spend a lot of time on bbc.co.uk/sport, Google search results will place this web page higher up the list when it's asked to search for "sport". This, of course, is an entirely selfless service from Google that helps users gain the most relevant results - and it's only coincidental that it helps them to make more money from behaviourally targeted ads.
No problem with that - Google fanbois presumably read the terms and conditions when they sign up to these services (doesn't everyone?). But now Google is "personalising" search results for any user, anywhere, regardless of whether they're signed in to Google or not, through cookies placed on unwitting users' computers.
We've covered behavioural targeting before and, while we don't think it's inherently evil, we do believe that it requires a delicate approach, along with rigorous adherence to best practice procedures to ensure that users are well-informed and are offered a clear choice about whether they want their browsing profiled. Google haven't gone out of their way to publicise their service; nor to explain how to turn it off (it is, naturally, turned on by default).
If companies continue to implement behavioural targeting in a sly, underhand way - as though it were something to be ashamed about - then one can hardly blame the public for being suspicious of it. Instead of cloaking it in the depths of a terms and conditions form, companies like Phorm and Google should communicate openly on the benefits of targeted ads and offers.
One final question remains: why has privacy campaigner Alex Hanff - the single-handed scourge of Phorm and NebuAd, whose brave and lonely battle against these Internet behemoths ended with a victory that brought dragons and St George to mind - been so silent on this issue? Alex, where are you?
Postscript: Google's CEO Eric Schmidt yesterday trotted out that favourite line of civil-liberties-deniers the world round: "If you have something you don't want anyone to know, maybe you shouldn't be doing it in the first place." (©Richard Littlejohn / David Blunkett). How this statement sits with Google Chrome's infamous Incognito function - which hides your porn viewing from other users - remains unclear.
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2 comments:
Kent Ertugrul, is that you?
Googles PR machine is big, but their CEOs stupidity is bigger. It's the same for Facebook. These companies are seeing the rise of a backlash against their abuse of customer data. The groundswell that Phorm caused, along with Facebooks failures at privacy, have raised mass awareness.
The seeds have been sown, and we're beginning to see a few green shoots.
Alex Hanff, is that you?
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