Users Rebel Against Data Gathering


(sub. req.): A disturbing yet obvious trend…More and more Web publishers are requesting personal details in an effort to serve up targeted ads, and frustrated users are fighting back by being less than honest. ZIP Codes 90210 and 12345 have never been more popular.

Most publishers say incorrect registration information isn’t a significant problem so far, but note that cleaning up the data can be a hassle. For some sites, that means the extra expense of using third-party surveys to make sure that they are giving advertisers an accurate picture of their users.

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