Big Network is Watching You
02/02/09 — With Enhanced GPS, cell phones will soon be able to pinpoint a user's location down to a specific street address. For users, this new capability will improve directions, mapping and other location-based phone services. Meanwhile, marketers plan to use the data to track consumer preferences and personalize recommendations shown onscreen. While improved recommendations are nice, so is personal privacy, and having some company tracking your every move poses risks, no matter what the information is used for. Engineering professor John Canny is developing a privacy-protection scheme called Ant Club Trails that will let companies personalize your recommendations while preventing them from determining your identity.