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IPv6 Rollout Could Necessitate Privacy Rethink

BEHAVIORAL TARGETING

June 9, 2011

Yesterday, hundreds of companies began testing the next-generation Internet address protocol--Ipv6. The new standard will replace IPv4, which is running out of unique IP addresses for the world's many devices, Computerworld reports. IPv6 will "have the ability to profile Internet behavior to more accurately target online ads," writes Laurie Sullivan for MediaPost. And although it is too soon to tell, "IPv6 could likely require companies to go back to the drawing board and renegotiate privacy laws with the SEC because of the ability to identify more granular data collected through ad targeting," she adds.
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