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Article

Title: Watching What You See on the Web

Author: White, Bobby Article Type: Product Analysis
Source: Wall Street Journal, v250 n133 pB1(2) Publication Date: Dec 6, 2007
  ISSN: 0193-2241
URL of Publication: http://www.wsj.com

The use of new networking gear to observe online behavior is growing, allowing companies to observe and analyze the online activities of its Internet customers, keeping tabs on every website that is visited. Silicon Valley start-up NebuAd Inc. recently partnered with CenturyTel Inc., a phone company that provides Internet access and long-distance calling services. NebuAd's equipment, called 'deep-packet inspection boxes,' is installed right into the phone company's network. NebuAd takes the information it collects and offers advertisers the chance to place online ads targeted to individual consumers. NebuAd and CenturyTel get paid whenever a consumer clicks on an ad. The technique is called behavioral targeting, and it is far more customized than the current method of selling ads online. Other companies offer similar gear to NebuAd, including FrontPorch Inc. and Phorm Inc. The new technology raises privacy issues, and many of the major online ad companies have pledged to abide by voluntary standards put forth by the Network Advertising Initiative, an industry group, which call for members to notify customers that they are being targeted and give them the chance to opt out.

Companies:
CenturyTel Inc Front Porch Inc
NebuAd Inc Phorm Inc

Products:
Customer Behavior Analysis

TecTerms:


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