WEB PRIVACY: ADS THAT SNOOP

by: John Soto

Unwelcome Visitor

Did you know that you may have snooping software on your computer? When you start up your computer, a software program might silently be running that keeps track of Web sites you visit or make purchases at. Later when you go to other Web sites, the snooping software looks at your web surfing history and shows "pop up" ads. These ads are tailored to your particular interests, based on a database of your Web-surfing history that the software has been keeping. When PC owners detect that the program is embedded in their computer, they are understandably appalled, and feel that their privacy has been violated.

Spyware

Advertisers are refining new ways of putting their software onto your computer, so that they can carefully target specific marketing to you. You might not be aware that when you download programs that are offered for free via the web, that you may also be downloading "spyware". When the consumer goes back online, the software sends the spyware company information via the Internet on which Web sites are being visited.

Spyware isn't just an issue for consumers. While many companies want to target consumers more precisely, there are other companies that have filed suits against spyware makers. They argue that spyware is violating copyright and trademark laws by popping up ads when people visit their sites. Spyware represents a variation on a simple form of tracking technology called "cookies." Cookies stirred fears over Internet privacy several years ago. Cookies are snippets of text that are automatically downloaded when a computer visits a web site and stores information about your visit, such as which link you accessed and how long you looked at it. This file is placed on your workstation's hard drive. The next time you visit that site, the server looks for a file on your workstation and reads the previous information. Spyware, by contrast, can track each click you make as you surf the Net.

Gator Corporation

Gator Corporation is one of the companies using new spyware technology to target pop-ups and other online ads. Gator touts itself as "one of the world's largest behavioral marketing networks and software distributors." Gator states that "it has the ability to anonymously monitor user behavior throughout their Web travels without ever collecting personally identifiable information. We do not transmit to our servers personally identifiable information like email addresses, last name, street addresses, or phone numbers." Gator does use the following kinds of anonymous information:

(1) some web pages viewed
(2) time spent at some web sites
(3) standard web log information (excluding IP Addresses) and system settings
(4) software on your personal computer
(5) first name, country, city, and five digit ZIP code
(6) non-personally identifiable information on Web pages and forms
(7) software usage characteristics and preferences

Gator is presently facing legal action initiated by some Web-site operators. Hertz, for instance, was angered when it noticed that some people calling up its Web site would be greeted by Gator-generated pop-ups touting rival car rental companies. Hertz filed a lawsuit accusing Gator of infringing its trademarks and copyrights. The case is pending in the U. S. District Court for northern Georgia.

Conclusion

The public uproar over unwelcome and annoying telemarketing phone calls led to the creation of a national registry, whereby consumers can list their phone numbers on a "Do Not Call" list. This service promises to block commercial telemarketing calls as of October 1st, 2003. In the meantime, the email "spam" controversy has reached a fevered pitch, and some members of Congress are considering introducing "anti-spam" legislation to curtail it. This is great progress, however, we're still vulnerable to the dangers of spyware, since presently there are currently no laws or court decisions that outlaw it. However, there is something that we can do to boot spyware out of our computers and lives. There are several companies that supply purging programs for irritated consumers, such as Spybot Search & Destroy, Ad-aware and Pest Patrol. Spybot - Search & Destroy can detect and remove a multitude of ad ware files and modules from your computer. Software can be found at: http://download.com.com/3000-2144-10122137.html

Source:
"New Battleground in Web Privacy War: Ads that Snoop," by James R. Hagerty and Dennis K. Berman, The Wall Street Journal, 8-27-03, page A1.