Case Study 8

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 Big data gets personal: Behavioral Targeting

Q1: Why is behavioral tracking such an important ethical dilemma today? Identify the stakeholders and interest groups in favor of and opposed to behavioral tracking. 

Answer:
The technology advancement can be double-edged sword. It brings benefits and opportunities to some of the users but it also bringing troubles to some of the users. The web has created new opportunities and challenges regarding privacy issues.

Stakeholders in favor of behavioral tracking include:
- Advertisers and marketers
- Individual Web Sites and companies whose business is identifying and tracking the internet users and preferences in order to provide higher quality service, e.g. Google, Facebook and so on.
- Law enforcement agencies

Stakeholders opposed to behavioral tracking include: 
- Privacy groups who is trying to enforce expectations of not having unwarranted intrusions into personal lives
- Users who valued privacy


Q2: How do businesses benefit from behavioral tracking? Do people benefit? Explain your answer.

Answer:
Benefits to businesses:

Behavioral tracking have a huge impact on the businesses nowadays. Before the behavioral tracking comes into play, the advertising fee was costly and it was not delivered to the right audiences sometimes because it was shown to everyone but not the targeted audiences, the advertisement was not effective, so the profit was not boosted effectively. After the existence of the behavioral tracking, the companies are able to predict what the customers want and what are they looking for and so they could advertise on the web page that the customer always visit. This helps the advertisement to be more effective and it helps to boost the company’s profit.

Benefits to people:

Behavioral tracking is not only benefiting the business but also to people. For instances, imagine if we are looking for a phone, and we will keep surfing the web to get information about the phone and it features. Therefore, when the web captured our surfing history and track our preference, it will have many pop-up advertisement which is related to the phone we are looking. Hence, it helps to save our time to search on our own but we could just click on the pop-up advertisement.

Q3: What would happen if there were no behavioral tracking on the Internet?

Answer:
Firstly, if there is no behavioral tracking on the Internet, the online advertising job will be done in a less efficient way, it might operate mush like the advertisement in newspaper, magazines and television as is will be more broad-based instead of spreading to the right and targeted audiences. So it might be less efficient and not able to boost up the company’s profit in short time.

Secondly, if there is no behavioral, the Internet would provide more privacy for the users. There will be lesser chances for the Internet to dig the data of the users by looking at their web surfing history. 

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