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Countering Privacy Concerns: Two Different Approaches
Behavioural targeting and browser tracking remain hot topics. This week saw a US lawmaker quizzing Google on data security issues relating to its takeover of DoubleClick; it also saw the launch of software which runs interference with trackers like Phorm by random background web surfing.
Texas Rep. Joe Barton has written to Google CEO Eric Schmidt asking it for details of how it will use DoubleClick's consumer data. Privacy campaigners have expressed concern at the potential combination of Google's search query logs linked to specific IP addresses, with DoubleClick's cookie-based user ad-serving data: they fear it could be used to compile detailed profiles of individual Web users.
The letter asks for information on the continuation of opt-outs, the integration of DoubleClick cookie data, and the length of time for which data will be retained. It also seeks further comments on Google's assertion that existing agreements prohibit the sharing of information between itself and DoubleClick despite their now being part of the same company. Google spokesman Adam Kovacevich says the company is having 'a constructive ongoing dialogue' with Barton's staff.
Users can download AntiPhorm Lite for free from www.antiphorm.com , where its creators, a group of 'concerned individuals comprised of Programmers, Designers and Artists', offer the chance to 'Browse with peace of mind using the worlds first and only auto-surfing simulator that generates a natural background noise of surfing activity making the net-tracking of your data absolutely worthless.' The authors assert that 'individual privacy is under attack today as never before'. Potentially, the application could be used to baffle almost any targeting platform that relies on web surfing activity, according to its developers.
Phorm uses a cookie system to store clickstream data from Internet service providers, and is shortly to launch in the UK via deals with ISPs BT, Virgin and Carphone Warehouse. Some security specialists have suggested that blocking or deleting Phorm's cookie would be easier and just as effective. Phorm says the AntiPhorm software is 'unnecessary', pointing out that it offers a 'simpler and safer' option itself - users can switch the system on or off at any time. The company, online at www.phorm.com , claims the product itself 'takes consumer privacy protection to a new level'.
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