A new outcry in the U.K. today about ISPs’ interest in tracking Internet users for ad targeting purposes. The source this time: a news report claiming that BT tested a system for tracking and serving ads to 18,000 of its broadband subscribers without their consent.
U.K. newspapers and public interest groups have loudly protested the development. A dedicated protest site was created at badphorm.co.uk, and a Web page has been set up to petition the Prime Minister to scrutinize the practices.
The U.S. reaction to such practices has been more muted, partly because no ISPs have publicly announced relationships with behavior tracking vendors such as Phorm and NebuAd. However numerous ISPs have been testing such technologies here on the sly, trying to assess the potential backlash and profit potential.
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