Academic Track of 12 th Annual NYS Cyber Security Conference


Behavioral targeting uses web technologies to gather web browsing information that when analyzed is used to tailor direct marketing efforts at specific potential customers or groups of customers. The use of 3rd party cookies in this manner, however, has been called “behavioral targeting” and many believe that it is an invasion of personal privacy. Organizations and businesses who engage in behavior targeting usually do it surreptitiously, without the individuals’ permission, and with the cooperation of the users’ Internet Service Providers (ISPs). This ongoing research proposes a simple solution that will allow informed users to participate in the collection and reselling of their own personal information including compensation to users for allowing their browsing behavior and personal information to be tracked. The market premise is that there is extreme value created by firms who track, analyze, and sell Internet users’ browsing activity. Businesses, such as marketing firms like DoubleClick, will be willing to pay for that information supporting compensation to users and ISPs. The technologies and economic foundations exist to support the functioning of an information market sustained by existing demand as well as the voluntary individual and ISP participation.

19 Figures and Tables

Cite this paper

@inproceedings{Goel2009AcademicTO, title={Academic Track of 12 th Annual NYS Cyber Security Conference}, author={Sanjay Goel and Stelios Sidiroglou-Douskos and Shambhu J. Upadhyaya}, year={2009} }