Personal Data - Behavioral Targeting - Public Policy - Humanities Assessment Answer

Assessment Task:

Personal Data - Targeting - Behavioral - Behavioral Targeting - Public Policy - Humanities Assessment Answer

Overview 

Ad targeting for digital ads is a marketing technique based primarily upon profiling people’s online behavior.  Proponents argue that behavioral targeting allows companies to provide information and ads of interest to online users as well as to reduce the delivery of irrelevant content and advertisements.  On the other hand, because behavioral targeting is based upon the extensive collection of data about the specific behavior of individual internet users, opponents argue that it requires an unwarranted invasion of privacy or, at a minimum, that individuals must authorize explicitly the collection and use of such data for specific purposes.When behavioral data is combined with additional information, including stated interest, ad and content targeting can be even more precise.

Part A 

Read about ad (behavioral) targeting, both the pros and cons, from the consumer and business perspective.  Pay attention to the publication dates as the issues have evolved over time. You will be assigned a role for the in-class discussion.  Be prepared to speak both for and against behavioral targeting. Our discussion is intended to deepen our understanding of the issue and to help each of us develop an informed point of view.

Part B 
After the in-class discussion, you will write a brief paper about ad (behavioral) targeting and submit it online.  Please, no more than 6 pages, excluding the list of references.  Do not include a cover page. What do you think?  

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