What Are Online Behavioural Ads?
Online behavioural advertising relies on data collected from users’ online activities, such as browsing habits, search queries, location data, and even device information. This data is used to build detailed profiles of users, allowing advertisers to deliver highly personalised ads. While this approach improves ad relevance, it comes at a cost: extensive tracking and data sharing.
One of the key technologies driving this system is Real-Time Bidding (RTB). RTB is an automated process in which advertisers bid for ad space in milliseconds, targeting specific users based on their profiles. Every time a user visits a webpage, an auction takes place behind the scenes, and the winning bidder’s ad is displayed. However, this process involves sharing user data with a multitude of third parties—advertisers, data brokers, and other intermediaries.
Privacy Risks Associated with Behavioural Ads
The Electronic Frontier Foundation (EFF) has highlighted significant concerns about the privacy implications of online behavioural advertising. The sheer volume of data collected for ad targeting creates a treasure trove for companies and bad actors alike. This data can be misused in various ways:
1. Mass Surveillance: Governments and intelligence agencies can exploit the vast datasets generated by online advertising systems for surveillance purposes. The extensive tracking of user behaviour creates opportunities for unwarranted monitoring and profiling.
2. Data Breaches: The more data that is collected and shared, the greater the risk of breaches. Sensitive user information, such as browsing history and location data, can be exposed in cyberattacks, leading to identity theft and other security issues.
3. Discrimination and Bias: The profiling enabled by behavioural advertising can reinforce biases and lead to discriminatory practices. For example, certain groups may be unfairly excluded from job or housing ads based on inferred characteristics.
4. Erosion of Consent: Many users are unaware of the extent of data collection happening in the background. Even when consent is sought, it is often buried in lengthy and opaque privacy policies, making it difficult for users to make informed decisions.
The Role of Real-Time Bidding (RTB)
RTB is a central concern in the debate over online behavioural advertising. Every RTB auction involves broadcasting user data to potentially hundreds of third parties. This data often includes sensitive information, such as browsing behaviour, location, and device details. Once shared, this data can be stored, analysed, and even sold to other entities, creating a sprawling web of surveillance.
Despite assurances from tech companies that user data is anonymised, researchers have repeatedly demonstrated that anonymised data can often be re-identified with minimal effort. This undermines the argument that RTB systems are privacy-safe.
How the Surveillance Industry Benefits
The surveillance industry thrives on the data collected for behavioural advertising. Data brokers, who buy and sell user data, are key players in this ecosystem. These entities aggregate data from multiple sources, creating comprehensive profiles that can be used for purposes far beyond advertising, including law enforcement surveillance and political manipulation.
For example, during election seasons, political campaigns can leverage data collected through advertising systems to micro-target voters with tailored messages. Similarly, insurance companies might use data about users’ browsing habits to assess risk and adjust premiums.
The Need for Stronger Regulations
The EFF and other privacy advocates are calling for robust regulatory measures to address the privacy risks posed by online behavioural advertising. Key recommendations include:
1. Restricting Data Collection: Companies should be limited in the amount and type of data they can collect for advertising purposes.
2. Ensuring Transparency: Users should be clearly informed about how their data is being collected, used, and shared.
3. Banning RTB Systems: The inherently invasive nature of RTB has led some privacy advocates to call for its outright ban.
4. Empowering Users: Tools like browser extensions and privacy-focused search engines should be promoted to help users regain control over their data.
What Users Can Do
While systemic changes are necessary, individuals can take steps to protect their privacy in the meantime:
• Use Privacy Tools: Browser extensions like uBlock Origin and Privacy Badger can block trackers and ads.
• Opt Out of Tracking: Many platforms offer options to limit tracking. Users should explore these settings and opt out wherever possible.
• Be Cautious Online: Avoid clicking on suspicious links or sharing unnecessary personal information.
• Educate Yourself: Understanding how data collection works can help users make more informed choices.
Online behavioural advertising is a double-edged sword. While it offers undeniable benefits in terms of ad relevance and user engagement, it also fuels a vast surveillance apparatus that erodes privacy and threatens security. As the EFF emphasises, it is crucial for regulators, companies, and individuals to work together to create a digital ecosystem that respects user privacy. Until then, users must remain vigilant and proactive in protecting their data.
