![]() If consumers understand that their exact browsing habits can be tied to them individually, their wariness will slow their use of the Internet. My home IP address, for instance, has been the same for over four years. That means that from IP address, a site can know your exact address. From our tests, IP addresses perfectly identify about 30% of U.S. IP addresses should be thought of as privileged information. They should not be able to see someone’s cookie, IP address, or browser information and know exactly who the person is. In particular, third-party services like ad networks, widgets, and off-site platforms like Facebook Connect, should maintain individual anonymity. ![]() To ensure consumer safety and the Internet’s continuing growth, the presumption of anonymity is paramount. Consumers should have the presumption of anonymity when they are surfing the Internet and not logged into a site, and they should not be tracked – either by the government or private sector – in a way that eliminates anonymity. While new technologies that enable content personalization can provide substantial value, users must also be assured that their identity is protected for legal, ethical, and safety reasons. Users should be anonymous when they aren’t logged in That means they can be used to track people’s online behavior in a way that eliminates their anonymity online, which bodes poorly for the future of the internet. While they are necessary to route information from computer to computer, they can - in many cases - be traced to a human or, at least, a household. IP addresses are the fabric of the Internet- they are the “To” and “From” stamps that make delivering messages between computers possible. ![]() Today’s article is written by Auren Hoffman, CEO, Rapleaf. “ The Debate” is a column focused on the current debate around ad targeting and consumer privacy.
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