Reference no: EM131746957

Online behavioral advertising. The Federal Trade Commission (FTC) Staff Report "Self-Regulatory Principles for Online Behavioral Advertising" defines behavioral advertising as "the tracking of a consumer's online activities over time-including the searches the consumer has conducted, the Web pages visited and the content viewed-in order to deliver advertising targeted to the individual consumer's interests." The report suggests four governing concepts for their proposals. These are (1) transparency and control: when companies collect information from consumers for advertising, they should tell the consumer about how the data will be collected, and customers should be given a choice about whether to allow the data to be collected; (2) security and data retention: data should be kept secure and should be retained only as long as needed; (3) privacy: before data are used in a way that differs from what the companies initially promised, the companies should obtain consent from the consumer; and (4) sensitive data: affirmative express consent should be obtained before using any sensitive data.35 Write a report discussing your opinions concerning online behavioral advertising and the four governing concepts. Pay particular attention to issues related to the ethical collection and use of statistical data.