A lot of people think that their online behaviors don’t really matter because either, a) no one is looking, b) no one cares c) they don’t do anything wrong. This article lays out nicely how on line behavior is used and why the above three points are wrong or completely irrelevant.
I love the first line: “Your online profile is less a reflection of you than a caricature.” The sad part for me is the promise that the social graph held in targeting actually relevant ads, and I don’t believe we’re ever going to get there. Get ready for more articles showing why emperor Behavioral Advertising has no clothes.
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