‘Deep packet inspection’ can produce some startlingly detailed information about Web habits
WASHINGTON
The U.S. Senate last week grappled with the thorny ethics issue of how to guarantee consumers’ privacy while also allowing profitable online commerce.
Still struggling to earn reliable profits from advertising, evolving online media industries recognize that their main advantage in garnering revenue is the ability to deliver highly specific audiences based on demographic information, such as which sites a surfer has visited.
But privacy advocates worry that gathering such data is an intrusive process. Even if such information is not misused now, they note, there are no guarantees for the future.
Lawmakers, for their part, have been ambivalent about whether data collection is, as a Forbes analysis put it, “a healthy business driver for the Internet or a looming privacy threat needing regulation.”
Forbes reports that this precise scenario was played out in a Senate Commerce Committee hearing last week that focused on one controversial firm, California-based NebuAd. The company partners with Internet service providers to track all of a user’s activities on the Web and delivers parts of that information to its advertising network.
The collections of data, known in the trade as deep inspection packets, allow ISPs to examine the stream of activity coming from a consumer’s Internet line — a practice that committee member Sen. Byron Dorgan (D-N.D.) likened to wiretapping, according to a report from the Washington Post.
“If my ISP said, ‘Is it OK if we give everything you do to another company?’ I’d say of course it’s not OK,” Dorgan said, according to PC Magazine. “Online advertising is important; I understand that (but) there are so many unanswered questions about (online) information and how people navigate the Web.”
Deep packet inspection can produce startlingly focused groups of consumers for targeting with individualized ads, such as consumers who visited automotive sites and perused information about a specific make of car.
Representatives of NebuAd said they are fully compliant with the law.
At the heart of the issue is whether such tracking is fully anonymous, notes PC Magazine. While such detailed histories identify the internet protocol number of a computer, but not the individual user, it is not inconceivable that related data — such as the subject of individual searches– could be used easily to link online behavior to individuals.
The San Jose Mercury News points out that when search records for 658,000 AOL users were made public in 2006, several newspapers and watchdog groups were able to identify individual users.
Sources: Washington Post, July 10 — Forbes, July 10 — PC Magazine, July 10 — San Jose Mercury News, July 10.
For more information, see: Related Newsline story, July 7 — Related Newsline story, June 30 — Related Newsline story, June 9 — Related Newsline story, June 2 — Related Newsline story, May 19.