Ironically, spyware and adware programs that are unsuspectingly installed on your machine have gotten a bad rap. And if it got there unbeknownst to you, and without your permission, that is wrong.
However, when you create an account at a site for a personal experience, I, for one, expect a website to be smart enough (given the funds of the site owners) to play smart. If I click on articles about sports, I want advertisements (a few nicely playing ones) about sports. However if I am selecting articles about woodland management or lake ecology, I would perhpas prefer advertisements, in calm, natural colors, about birding websites and humming bird feeder manufacturers. I would not necessarily want flashy ads with flash movies of upcoming hockey games. (Yes I get a kick from this ice sport, but not at that moment, do you get my drift? :)
I started learning about personalization at one of the content management weekend workshops I attended a few years ago. If you take a few minutes to understand the techncial aspects behind the scenes, you will see that not ALL (yes some!) monitoring of my behavior can have a welcome outcome. Personalization comes in two flavors - that for which we volunteer information about ourselves (remember those little product cards that ask which products we use and what our leisure activities are?) or on websites - what our top two interests or industries are.. The second is by creating an audit trail of where we click and returning related content. Not such a bad idea!
Read more -
E-Commerce News: E-Commerce: Five Myths in E-Commerce About Personalization: "However, personalization has fallen victim to a number of misconceptions that have cast it in a less positive light, almost to the point of becoming e-commerce's four-letter word. This creates a paradox because, by its very nature, personalization should be the cornerstone of an e-commerce strategy. It is only through the collection and analysis of customer data that a truly robust online customer experience can be created, one that mirrors the offline experience in terms of service and satisfaction."