Privacy in social networking: a threat to behavioural targeting?

Tracy Gray, Thomas Zeggane and Winston Maxwell

Behavioural advertising (the tracking of consumers' activities online so as to deliver targeted advertising) is being threatened by privacy issues, especially on social networking sites.

Privacy in social networking: a threat to behavioural targeting?

Tracy Gray, Thomas Zeggane and Winston Maxwell

Behavioural advertising can be defined as the tracking of consumers' activities online in order to deliver advertising targeted to the individual consumer's interests. This raises privacy concerns, particularly for social networking sites (SNS). It is currently the subject of intense scrutiny both in the US and in the EU. The US and the EU traditionally take different approaches to the protection of privacy. The US prefers a market-driven approach, centred around self-regulatory schemes supported by legislation; countries in the EU...

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