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RapLeaf Founder Talks Privacy

BEHAVIORAL TARGETING—U.S.

October 25, 2010

Internet tracking company RapLeaf has been getting quite a bit of attention in recent days following an investigation into social networks sharing user data with advertisers. The Wall Street Journal reports on comments by Rapleaf CEO Auren Hoffman on privacy issues, including support for federal regulation for the online advertising industry and criticism of tracking with IP addresses and Flash cookies because it limits user control. When it comes to the company's practice of using real names and e-mail addresses in its database, he wrote that the key to protecting privacy is "to make it technically impossible" to link Internet users to that information "when they are not explicitly logged in." (Registration may be required to access this story.)
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