Something For Nothing

Grave concerns about personal liberties and freedoms are thrown up by the proposed national identity card scheme, but judging by the discussion at TechTalk 2008, advertisers are already tracking our every move. Andrew Burke, CEO of Amino Technologies and former CEO of BT Entertainment said that media companies would need to look at supermarkets who run loyalty card schemes so they know exactly what customers are buying and when. Already Google analyse email traffic to target advertising based on content and Phorn are seeking to strike deals with ISPs to monitor all Internet traffic to profile user interests.

One of the investment forum presenters, Prescient, have developed a electronic nose and a recent applicant to the Yorkshire Concept fund has developed a vision system to profile people by age, ethnic origin, etc. Maybe not perfect, but better than nothing. What then stands in the way of not only profiling people by their data traffic but also their personal traits as we stand in front of an advertising display or shopfront? Maybe I am getting paranoid, but the thought of being offered a voucher for body products or a discount on a zimmer frame based on my appearance or body odour sounds just a step too far in personal profiling.