my name is edward felton, i'm a professor of human affairs.i'd like to explain some of the technology behind behavior am advertising. if i could have the display, please of the power point. >> what i'd like to describe is a scenario involving behavioral advertising. thank you. in the beginning of this scenario, i go to a weather sight and look up thursday's forecast for washington. it sends me a page with the forecast information. it sends my computer a command telling it how to find the ad. following these instructions, my web browser connects to an add service. along with this request, information is sent to the ad service about me. the add service remembers the ad which is then inserted into the page. the service sends a long a cookie. my computer contact the ad service to get the ad. it says that i'm interested in base bal and jazz. it recognizes that the cookie is the same as before so it knows i'm the same person that looked up the information earlier. the service sends back an ad. this time it's an ad for washington nationals tickets. n

and that my name is edward felton.dds a new information to the profile of me. the service sends back an ad. this time it is for the washington nationals. that is connecting the dots between think that i did on different sites -- things that i did on different sites. this buildup of more expensive profile about me. next, and go to a bookstore and looked up books on travel to hawaii. the book site send this to add site. -- sends this to the ad service. by this point, the service knows enough to identify me. in as i live in princeton and my name. -- it knows that i live in princeton and my name. in this example, the at service gets my credit report in my insurance history, which adds to the profile of along with other information it had. finally, i go to a new site that uses the same service. my computer request and ha ad. it sends an ad 4 budget hawaii vacations. it knows i am interested in a low-kostroun because as my credit report. the new site sends information about what i was reading. in this example i was reading a