Objectives of knowledge management

3 
Platform usage information. Through web analytics systems it is possible to collect 
information on type of computer, browser and screen resolution used by site users (see 
Chapter 7).
4 
Behavioural information (on a single site). This is purchase history, but also includes 
the whole buying process. Web analytics (Chapter 12) can be used to assess the web and 
email content accessed by individuals.
5 
Behavioural information (across multiple sites). This can show how a user accesses 
multiple sites and responds to ads across sites. Typically these data are collected and used 
using an anonymous profile based on cookie or IP addresses which is not related to an 
individual. Complete Activity 4.3 to find out more about behavioural targeting and form 
an opinion of whether it should be regulated more.
Activity 4.3
Attitudes to behavioural ad targeting
Imagine you are a web user who has just found out about behavioural targeting.
Use the information sources provided by the industry to form an opinion. Discuss 
with others studying your course whether you believe behavioural ad targeting should 
be banned (as has been proposed in some countries) or whether it is acceptable.
Suggested information sources:
● 
Internet Advertising Bureau guide to behavioural advertising and privacy (www.you‑
ronlinechoices.com/). If you take a look at this page you will see the number of ad 
networks that users can potentially you can be targeted on. How many are you 
targeted by and how do you feel about it? See www.youronlinechoices.com/uk/
your‑ad‑choices.
● 
Digital Analytics Association (www.digitalanalyticsassociation.org/? page= privacy). 
A trade association of online tracking vendors.
● 
Google ‘ Interest‑ based advertising’: How it works (www.google.com/ads/prefer‑
ences/html/about.html), which explains the process and benefits as follows:
Many websites, such as news sites and blogs, use Google’s AdSense program (‘a 
network of publishers using advertising through Google’) to show ads on their sites. 
It’s our goal to make these ads as relevant as possible for you. While we often show 
you ads based on the content of the page you are viewing, we also developed new 
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