ONLINE-ADS>> User profiling, Open Profiling Standard

Michael Dickmann (michael.dickmann_at_uni-essen.de)
Wed, 28 Jan 1998 01:05:24 +0100

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Dear Richard Hoy, dear readers,

Since August I've been trying to follow the topics in this marketing list
and I found lots of useful discussions. Congratulations to this
mailinglist and the moderator. But since then I missed some
talk about the possibilities of profiling users on the internet.
Especially in the one-to-one marketing field there are lots of
opportunities to communicate directly with the user. Nowadays it's
only possible to follow consumers way while visiting a homepage with
the support of cookies or identification about name and password.
But Netscape and Microsoft anounced the support of the planned
Open Profiling Standart (OPS), which will allow to profil the user and
exchange information directly.

Information about OPS you will find at:

http://www.w3.org/TR/NOTE-OPS-FrameWork.html

or the OPS specifications (better: Notes) at the W3 Consortium:

http://www.netscape.com/flash4/newsref/pr/newsrelease411.html

I don't intend to open a discussion about privacy on the internet or
OPS and its techniques. But I'm interested to see, where all that
profiling might lead to, what consequences may arise and what the
possibilities are, e.g. to present only new information for backcoming
customers, large icons for seniors, ...

I'm the author of a scientific work at the university of essen, germany and
do not present any of the OPS supporting companies.

I'm happy about any answer and following discussions,

liebe Gruesse und Sonne im Herz,

Michael Dickmann

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