Network Security News

Google behavioral ads raise objections on privacy

Tuesday, March 17, 2009

Although internet search companies have been using behavioral advertising for up to 10 years, the announcement last week by Google that it plans to introduce ads based on users search histories raised concerns among privacy, web security groups and members of Congress.

Google's advertising system, which will be rolled out this year, will place users into categories based on their "interests," a company spokesperson said. Users will have the option of modifying the interest categories or to opt out of the program by downloading a browser plug-in.

Google said users will start seeing a link that directs users to "Ads by Google" on every ad in the network, which will link to a page with information about that ad category's network.

Representative Rick Boucher said that websites using user search preferences for behavioral advertising should be required to get explicit permission from a user and should be required to disclose how they collect and use the data, according to reports.

The Electronic Privacy Information Center, a watchdog group, said behavioral advertising services will become more transparent and better understood with laws on the books regulating them.