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an Associated Press article dated April 17, 2008, NebuAd is already scanning 10 percent of the United States' broadband subscribers. NebuAd won't release the names of companies with which it is currently working, other than CenturyTel, Inc., and it is unclear how the ISPs are informing their customers the websites they are surfing are concurrently being scanned to provide these focused ads. It is also unclear how to opt out of the program.

Both companies use similar technology to monitor web use and to deliver pinpointed ads, however, it appears Phorm is more open about their practices. Also, both companies claim their products to collect anonymous data and they do not tune into "sensitive" topics such as health or sex, or that they do not read email or banking sessions. Are they being too intrusive? Is this the new generation of spyware and adware? By going through Internet Service Providers, is this simply a new way to navigate around spyware and adware blocking software?

Companies developing Behavior Targeting technology surmise consumers are tired of being bombarded with irrelevant ads and wish to provide a service that allows advertisers to zero in on more potential clients, thus becoming more profitable. However, questions about legality and security abound in murky waters of technology law and it is often said that technology happens exponentially to the laws that would govern it.

For more information, visit these websites:

http://www.npr.org/templates/s tory/story.php?storyId=8972891 9
http://en.wikipedia.org/wiki/ Phorm
http://en.wikipedia.org/w iki/NebuAd
http://tinyurl.com/5 m69mx

Learn more about this author, Sam O'Quinn.
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