How long can they get away with the “it’s anonymous” cover story as they identify, analyze, track and target our online interests and behaviors? Excerpt from Media magazine: “behavioral segmentation refers to a media seller’s packaging of groups of cookies who have visited sites (other than the client’s own) that suggest a need or receptivity for the client’s category of product. For example, all cookies that have visited automotive-related sites over the last 60 days may be packaged as a segment of people likely to be in the market for a new car…Predictive targeting uses more than behavior data…It uses mathematical algorithms to predict what a user will most likely interact with, and then learns and is adjusted based on the actual results...It is based on cataloging what a user has done in the past.”
source: Taking Measure: Savor the Flavor. John Nardone. May 2008
