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Verizon Ad Program Will Track Web Habits

BEHAVIORAL TARGETING

February 10, 2014

Computerworld reports on recent changes to Verizon Wireless’ Relevant Mobile Advertising Program allowing it “to track your desktop surfing habits on the web and use that information to help advertisers deliver targeted ads to your mobile phone.” In his report, Robert L. Mitchell discusses why he chose to opt out of the program, which will assign users “anonymous unique identifiers” that link back to mobile phones, allowing the company to offer advertisers information to deliver targeted ads. Mitchell writes, “Information is the coin of the realm. So if you have a choice, why give it away? What's your personal data worth? Are you giving it up? And if so, are you getting value in return?”
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