Internet Privacy
One of the most important advances in the rapidly developing world of electronic commerce is the ability of companies to develop personalized relationships with their customers. Personalization empowers companies to better understand their customers' wants and desires and improve customer service by tailoring offerings to the unique needs of individuals . At the same time, this has become a subject of hot controversy because the technology involves the extensive collection and use of personal data. Many, if not most, online shoppers and surfers are not aware of the extent of how much and what kind of info can be gathered about a person, even someone who is just visiting and not shopping or signing up for anything. Through the use of the "cookie" technology, a person's movement through the Web can be tracked to provide information. Using cookies a website assigns each individual a unique identifier (but not the actual identity), so that the he may be recognized in subsequent visits to the site. On each return visit, the site can call up user-specific information, which could include the consumer's preferences or interests, as indicated by documents the consumer accessed in prior visits or items the consumer clicked on while in
87 percent of these notified customers that they collect information, and 77 percent offered customers refusal rights. Sharing of Passwords Angers AdAge Subscribers [7 paragraphs]. The study seems to back the e-commerce firms who are watching online behavior to provide customized shopping experiences, and not privacy advocates who say that this practice is an invasion of privacy. htm#Fair Information Practice Principles [2000, March 27]. This incident provoked outrage from some AdAge.
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Acceptance Essays
