Behavioural advertising is becoming familiar to us all. Our email accounts and blogs we visit are littered with ads for items we’ve spookily just typed into emails to friends. Although most of the time it doesn’t work, it sometimes does and it’s this revenue that keeps online companies free. But a current class-action lawsuit brought against large social networking site, LinkedIn, raises interesting questions as to how far websites will be able to go to ascertain what products an individual might be interested in.
Whether we like it or not, this type of information is gathered about us all, all the time. And usually, it’s used to present products to us that we might actually be interested in rather than flooding our screens with things there’s no chance we’ll care about. With Facebook and others facing similar cases, however, it’ll be outcomes to cases like this that will determine the fate of online companies and behavioural advertising in the future.