Many people have long complained about the privacy issues regarding the Patriot Act and other government intelligence programs. Now BlueCava CEO David Norris has found a way to track digital devices, including cell phones and computers, legally. According to the Wall Street Journal, advertisers are looking for ways to legally track all of our movements in cyberspace. Every computer user has some unique settings that set their fingerprint apart from other users. This way, without knowing who the user is, advertisers can see where we click, what we like, and how we interact. Fingerprinting is almost invisible, difficult to stop and somewhat permanent. The advertising market is a $23 billion a year industry. The idea behind BlueCava's information is to allow advertisers build profiles of the people using the devices it has identified. Click here to see how this is accomplished.
Duffka's wonders if tomorrow's leaders feel this is an improvement in advertising where the benefit exceeds the cost of privacy?