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FTC Officer: Marketers Don't Need Web Tracking

BEHAVIORAL TARGETING—U.S.

December 23, 2010

When it comes to online marketing, Internet companies may be able to get more information about customers voluntarily than by using Web tracking, according to incoming FTC Chief Technology Officer Edward Felten. Bloomberg reports on Felten's new position, which begins January 1, and his suggestion that when it comes to consumer information, if advertisers ask Web users directly, "that information may be more accurate than what the company has deduced about the user" through tracking, and users "may have a higher comfort level deciding what information to provide rather than worrying about what inferences might be made from what they've gathered."
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