The Web
At a high level of abstraction, the structure of the WWW protocol is built around a framework of requests and responses: an end user sends a request to the web server and the server responds with the desired information. Although this is a simple and efficient structure for information retrieval, the open nature of the Internet permits these data transactions to be recorded by any entity placed along the path of communications. Once collected, these data may be associated back to the original user and collated to build a model of preferences and interests. Whether this data is eventually used as a marketing tool by the gathering entity or simply sold outright, its existence represents both a powerful tool for targeted marketers, and a danger to the autonomy of the WWW user. |