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Felton: Privacy by Design Via Frequency Capping

ONLINE PRIVACY—U. S.

July 6, 2012

In his latest blog post, Federal Trade Commission Chief Technologist Ed Felton discusses Privacy by Design's principle of data minimization by demonstrating how it can be implemented in a common ad network practice. Frequency capping, the practice of tracking consumers by third parties in order to ensure consumers see targeted ads no more than a set number of times, is an approach that "works, but it gathers a lot of data." Felton offers two alternatives to minimize the data collected. One solution is to move information storage from company computers to clients' computers, while the other is to store information on the ad network's servers.
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