Re: ONLINE-ADS>> Database marketing / invasion of privacy

ROBFRANKEL_at_aol.com
Mon, 20 Oct 1997 16:27:13 -0400 (EDT)

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In a message dated 10/20/97 9:33:52 AM, mark_at_zapworks.com wrote:

>Are people likely to come to accept what they perceive as invasion of
>privacy, as ads are targeted according to strict profiling?

Bad question. No, people will not accept an invasion of privacy, but they
WILL accept invasion of privacy if it is labelled as something else.
Something like, "custom profile" will fake them into divulging their life
stories.

>Or will this be seen by users as the straw which breaks the camel's back,
>unleashing a wicked backlash against those who gather intimate details
>about our everyday lives, and against those who use that information?

You're dreaming, kid. While a few hackers grab media attention about this
issue, the fact is that the average K-Mart buyer could care less. If you
doubt this, just ask anyone smirking about it at TRW or the latest entity to
ruin your credit rating.

>And can we get close enough to the accuracy of profiling with buys on ad
>networks, choosing targeted sites who have established their user
>demographics?

Yeah. I think that'll happen. But no the way you think it will. My guess
is that someone, somewhere, will merge a massive collective database from the
biggest and the most powerful sites out there. The combined resources will
create a constantly-refined database about web-consumers, eventually able to
tell them which nostril you prefer to pick on Tuesdays.

The trick to avoiding this, incidentally, is to educate the web consumer
BEFORE this all happens. But the reality of the situation is, as I said
above, that the situation exists now and it doesn't really seem to bother
anyone, at least in a "straw back-breaking" sense.

Rob Frankel

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