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Che motori di ricerca sanno circa noi
Venerdì 1° giugno 2007
Acque di Darren I motori di ricerca che alimentano il nostro viaggio attraverso il Internet conoscono mólto circa noi - dal sistema operativo e dal browser che usiamo, ai generi di Web site visitiamo tipicamente. Mentre Google rientra nell'esame accurato sopra le relative politiche di segretezza in Europa, il nostro redattore di tecnologia guarda le informazioni che i motori di ricerca e le ditte di servizi di fotoricettore registrano circa noi. I Web site che visito il più delle volte includono il Web site di notizie di BBC, Wikipedia, Microsoft, Apple e Cnet, mentre la baia del pirata, l'orologio di tempo del mondo e i RFID ed il wi-fi sono fra il mio più cercato i termini negli ultimi 30 giorni. Conosco questo perché Google mi dice così. Come supporto di cliente di Google e perché lo ho chiesto a, le annotazioni del gigante di calcolatore come uso il Internet ogni volta che sono annotato nel relativo servizio. I dati sono abbastanza dettagliati: indica che faccio la maggior parte delle mie domande di Search Engine fra 11am ed il mezzogiorno, ma anche che sono ancora occupato in linea con la maggior parte delle sere. Mi dice i prodotti che ho cercato, le notizie, le clip del video, le immagini e perfino i programmi ho guardato. Se chiunque fosse di guardare queste informazioni, avrebbero un'idea completa del mio lifestyle, dei del miei interessi e potenzialmente persino i miei movimenti - Google registra che ho cercato la posizione dell'i parrucchieri a Richmond ultima settimana. MSN del Microsoft e di Yahoo probabilmente conoscono mólto circa me anche. Sono annotato frequentemente nei loro servizi e mentre non utilizzo i loro motori di ricerca, entrambe le ditte conoscono alcuni particolari personali perché ho dovuto fornire loro quando ho registrato. E questo è che cosa preoccupa alcuni esperti di segretezza. Desiderano accertarsi che queste informazioni rimangano riservate e non siano abusate in nessun modo. Il metodo più semplice impiegato dai Web site per rintracciare il comportamento è un biscotto. Queste piccole lime sono immagazzinate sul vostro calcolatore ogni volta usate la rete e notate i particolari del calcolatore che accede ad un Web page. Ogni biscotto contiene un contrassegno unico anonimo relativo al calcolatore che state utilizzando. Perchè le ditte come Yahoo e Google raccolgono queste informazioni? Al livello più semplice, le ditte rintracciano il nostro uso di fotoricettore in modo da possono ottimizzare la nostra esperienza in avvenire. Cookies store preferences, such as language settings, and can also tell websites the preceding website we were looking at and site we go to next. These files can be switched off in a browser but that does mean that many web services will fail to work properly or will not work at all. Yahoo, Google and Microsoft also use web beacons, a tiny electronic image on a web page, which helps them analyse a user’s behaviour online. These firms make money online by targeting advertising to users when a search is performed or alongside their web products. For advertisers, the attraction of the online space is being able to talk directly to customers whom they know are interested in their products or product area. But who else gets to see or use this personal information? Is my web history, or information about which adverts I look at, being handed over to third parties? ‘Never transfer’ Peter Fleischer, Google’s global privacy counsel, says: “No third parties are given access to a Google’s user’s web history.
“We will never transfer to third parties, including advertisers, any personally identifiable information about our users - that includes IP addresses and account details.” Yahoo and MSN’s privacy policies also say they do not disclose personal information to third parties without user consent. Search engines are able to serve up targeted adverts to users not because they know who each user is by name, but because search engines and web services are engineered to interpret what information we are seeking online. Personal information Yahoo combines non-identifiable personal data from account holders, with the web history from using Yahoo websites and services to create a detailed, yet anonymous, profile of a user. That data is then used to serve targeted adverts. Google does not utilise a user’s web surface history to target adverts unless the user has signed up to its personalised web search system. And it only stores personal information when it has asked a user’s opinion. Mr Fleischer says: “It should always be an opt in if the service proposes to collect sensitive personal information, such as health information. “If it is doing something routine, then an opt out is fine, such as downloading cookies to a machine.” Mr Fleischer explains: “If you are a user of personalised search - which is an opt-in service - we could take into account your web browsing history from the past to provide more relevant search results. “The advertisers would be bidding against those more relevant search results.” So does it matter if that information about us is anonymised? Mr Fleischer believes that it is inevitable that more and more data will exist about us in cyberspace but does not think that will mean our right to privacy is compromised. “More and more of these services will offer choice about how to use them. “I am speculating here, but I would expect that people will be able to say how they want to use services, whether in an identifiable capacity or under a pseudonym. “There are all kinds of different levels of transparency you can choose to represent different parts of your lives. Over time people will become much more sophisticated about how they use all this online data about themselves.” He adds: “We are in a transition generation right now. As individuals and society we need to learn new ways to deal with wanting to be identifiable, wanting to be anonymous and if we want to be pseudonymous. “Technology companies will build tools for people to do this. It will become a very natural part of our lives within five years.” Have Your Say: What search engines know about us Please read our posting guidelines before posting. Alternatively you can discuss this report here. Related News
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