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Microsoft executives say the system works anonymously and they won't pass on people's names or addresses to advertisers. Executives say they want to foster confidence in users to build a long-term business, and one that gives an incentive to not misuse personal details.
"We're in the early days of behavioral targeting but it's an idea whose time has come," says Simon Andrews, chief digital strategy officer for WPP Group's MindShare, a large buyer of ad time. "There is a lot of potential to know if people have been looking at specific sites.""