Putting brakes on targeted advertising - or not

When Google first came about, its developers knew they'd have a hard time making it profitable unless they somehow brought in some income. They also knew, it'd be unlikely that users would be willing to pay top dollar for the albeit useful service. That's when it was decided that they'd fund their product via advertising revenue. Lo and behold, users were getting their searches for free and advertisers (aka sponsors and sponsored links) were waving their wares in front of interested potential clients (who'd proved their interest by "googling" their product or related topics).

The scenario has been working well so far for both Google and the millions of users who take advantage of it. Now though, there's legislation proposed by NY's Westchester County assemblyman Richard Brodsky that would make it a crime for certain Web companies to use consumers' personal information for targeted advertising unless they've given their consent.

I agree with Brodsky that it would be nice if consumers could opt out of advertising generated via personal data gathered during their online browsing and worse yet, during their online shopping. But on the other hand, how many users would go the extra step and actually grant specific permission to companies to link their searches and surfing data to their name, address and other personal data? I'm guessing few would - and that would mean a substantial change in the MO of companies like Yahoo and Google.

I think it's a good idea for every Internet user to examine the pros and the cons of this issue. So far, bills are pending in New York and Connecticut, but it's likely that other states will soon follow with legislation of their own. If you're a New Yorker, it's also good to know that Brodsky is welcoming input on his bill and I'm sure he will get plenty.