Every Click You Make
Internet Providers Quietly Test Expanded Tracking of Web Use to Target Advertising

By Peter Whoriskey
Washington Post Staff Writer
Friday, April 4, 2008; D01



The online behavior of a small but growing number of computer users in the United States is monitored by their Internet service providers, who have access to every click and keystroke that comes down the line.

The companies harvest the stream of data for clues to a person's interests, making money from advertisers who use the information to target their online pitches.

The practice represents a significant expansion in the ability to track a household's Web use because it taps into Internet connections, and critics liken it to a phone company listening in on conversations. But the companies involved say customers' privacy is protected because no personally identifying details are released.

The extent of the practice is difficult to gauge because some service providers involved have declined to discuss their practices. Many Web surfers, moreover, probably have little idea they are being monitored.

But at least 100,000 U.S. customers are tracked this way, and service providers have been testing it with as many as 10 percent of U.S. customers, according to tech companies involved in the data collection.

Although common tracking systems, known as cookies, have counted a consumer's visits to a network of sites, the new monitoring, known as "deep-packet inspection," enables a far wider view -- every Web page visited, every e-mail sent and every search entered. Every bit of data is divided into packets -- like electronic envelopes -- that the system can access and analyze for content.

"You don't want the phone company tapping your phone calls, and in the same way you don't want your ISP tapping your Web traffic," said Ari Schwartz of the Center for Democracy and Technology, an advocacy group. "There's a fear here that a user's ISP is going to betray them and turn their information over to a third party."

In fact, newly proposed Federal Trade Commission guidelines for behavioral advertising have been outpaced by the technology and do not address the practice directly. Privacy advocates are preparing to present to Congress their concerns that the practice is done without consumer consent and that too little is known about whether such systems adequately protect personal information.

Meanwhile, many online publishers say the next big growth in advertising will emerge from efforts to offer ads based not on the content of a Web page, but on knowing who is looking at it. That, of course, means gathering more information about consumers.

March 12 (Bloomberg) -- Mortimer Zuckerman, co-founder of Boston Properties Inc., the largest U.S. office real estate investment trust, said the U.S. economy is in a recession and there's no sign of a recovery.

``We are looking at the worst set of macroeconomic conditions since the Great Depression,'' Zuckerman said in an interview with Bloomberg Television. ``I don't know where the bottom is. The federal government's going to have to do a lot more to contain what I think is the potential of a perfect storm.''

Employers are cutting jobs and demand for housing is tumbling. On March 7, the Labor Department said payrolls fell by 63,000 in February, the most in five years, after a revised decline of 22,000 in January.

U.S. economic growth slowed to a 0.6 percent pace in the fourth quarter of 2007 from a 4.4 percent rate in the prior six months, according to the U.S. Commerce Department's Bureau of Economic Analysis. The share of economists in a monthly Bloomberg News survey predicting a recession rose to 50 percent in February from 40 percent in January.

Obama will deliver straight talk. He'll tell the American people not what they want to hear, but what they need to hear.

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