To Aim Ads, Web Is Keeping Closer Eye on You

Computer programs that record, transmit and utilize detailed consumer preferences are in demand. Search engines monitor users’ every click. Even accounts like MySpace and Facebook, which are not search engines, have jumped onto the bandwagon and collect extensive information about their users. Direct advertising is lucrative. While consumers probably prefer seeing ads that interest them than not on their screen, the privacy problems associated with keeping such extensive databases of people’s interests and thoughts prompt concern. Users have the option to edit their search histories, but that requires an effort uncommon among typical users. Polls suggest that most surfers on the internet oppose any tracking of their searches, but few take responsibility for covering their tracks. – YaleGlobal