The advertisements you see while browsing the Internet are rarely accidental. For instance, Alliance Data, one of many new companies in the booming data-marketing industry, can instantaneously recognize that a user visiting their client’s website is Joel Stein, a thirty-nine year-old, college educated male, who makes over $125,000 a year. Alliance Data also knows that Joel is likely to make purchases online, but only spends about $25 dollars a purchase. Using this information, and the specifics of over 100 of Joel’s past online purchases, Alliance Data creates advertisements specifically tailored to Joel and displays them as he continues to browse the Internet.
Matthew S. Kirsch,
Do Not Track: Revising the EU’s Data Protection Framework to Require Meaningful Consent for Behavioral Advertising,
Rich. J.L. & Tech
Available at: http://scholarship.richmond.edu/jolt/vol18/iss1/3