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Internet service providers may begin collecting behavioral data on customers in order to cash in on online ad revenue.
According to a report from ClickZ (via MarketingVox), ISPs have either rolled out or are testing software that allows them to gather information on customers’ online behavior. The data can then be used to target ads delivered by the ISPs themselves.
Internet service providers have not much been able to enjoy fruits of the surge in online ad spending. Dollars have gone to sites that are accessed by users on a connection ISPs provide, a disparity the providers want to balance.
Should ISPs roll out behavioral targeted ads - in some cases by buying up remnant inventory from existing networks - the level of targeting could be unprecedented. Instead of relying on cookies gathered by sites visited, targeting could be done based on a user’s entire online experience.
Privacy groups worry that, despite assurances, companies doing the collection will use private information - like health-related online surfing - to target ads. This would build a detailed profile of users that may expose potentially embarrassing or even dangerous information.
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