EXPLORING THE PRIVACY IMPLICATIONS OF ADDRESSABLE ADVERTISING AND VIEWER PROFILING.

The article focuses on the practice of collecting consumer view habits on the Internet by advertising companies. The author suggests that the practice could have a negative impact for advertisers who do not understand or appreciate how consumers feel about privacy infringement. According to the author, advertisers are increasingly able to analyze consumer information, including buying habits and demographic characteristics. It is the author's view that a detailed exploration of the ways in which data mining technologies can be used to collect, analyze, and redistribute data is important for marketing purposes and because it sheds light on how consumers and society will react to such technologies.