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The Federal Trade Commission’s proposed privacy mechanism could cause a major shift in the online advertising industry, as companies that have relied on consumers’ browsing history try to make up for what could be billions in lost revenue.
If the vast majority of online users chose not to have their Internet activity tracked, the proposed “do not track” system could have a severe effect on the industry, some experts say. It would cause major harm to the companies like online advertising networks, small and midsize publishers and technology companies like Yahoo that earn a large percentage of their revenue from advertising that is tailored to users based on the sites they have visited.
Behavioral targeting happens in every facet of your life. You already fit a specific model and niche, a role and a demographic - every time you get in your car in drive, go to the store, visit the mall, watch a Lions Football game.