WWW Privacy

Computer users, who save time and money, and who gain conveniences and entertainment, may or may not have surrendered the right to privacy in exchange for using a number of technologies including the Web. Worldwide, more than a half billion people have used a social network service, and of Americans who grew up with the Web, half created an online profile and are part of a generational shift that could be changing norms. Facebook progressed from U.S. college students to a 70% non-U.S. audience, and in 2009 estimated that only 20% of its members use privacy settings. In 2010 (six years after co-founding the company), Mark Zuckerberg wrote, "we will add privacy controls that are much simpler to use".
Privacy representatives from 60 countries have resolved to ask for laws to complement industry self-regulation, for education for children and other minors who use the Web, and for default protections for users of social networks. They also believe data protection for personally identifiable information benefits business more than the sale of that information. Users can opt-in to features in browsers to clear their personal histories locally and block some cookies and advertising networks but they are still tracked in websites' server logs, and particularly web beacons. Berners-Lee and colleagues see hope in accountability and appropriate use achieved by extending the Web's architecture to policy awareness, perhaps with audit logging, reasoners and appliances.
In exchange for providing free content, vendors hire advertisers who spy on Web users and base their business model on tracking them. Since 2009, they buy and sell consumer data on exchanges (lacking a few details that could make it possible to de-anonymize, or identify an individual). Hundreds of millions of times per day, Lotame Solutions captures what users are typing in real time, and sends that text to OpenAmplify who then tries to determine, to quote a writer at The Wall Street Journal, "what topics are being discussed, how the author feels about those topics, and what the person is going to do about them".
Microsoft backed away in 2008 from its plans for strong privacy features in Internet Explorer, leaving its users (60% of the world's Web users) open to advertisers who may make assumptions about them based on only one click when they visit a website. Among services paid for by advertising, Yahoo! could collect the most data about users of commercial websites, about 2,500 bits of information per month about each typical user of its site and its affiliated advertising network sites. Yahoo! was followed by MySpace with about half that potential and then by AOL–TimeWarner, Google, Facebook, Microsoft, and eBay.

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