{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='New device to protect online privacy' data-url='/boclips/videos/5c54bbecd8eafeecae128bdd' data-video-url='/boclips/videos/5c54bbecd8eafeecae128bdd' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nNew device to protect online privacy\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eAP TelevisionPalo Alto, California - January 5, 20111. Close of fashion website  2. Wide exterior of the Gates Computer Science Building at Stanford3. Wide of Jonathan Mayer walking into building4. SOUNDBITE Jonathan Mayer, graduate...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eAP Television\u003cbr/\u003ePalo Alto, California - January 5, 2011\u003cbr/\u003e1. Close of fashion website  \u003cbr/\u003e2. Wide exterior of the Gates Computer Science Building at Stanford\u003cbr/\u003e3. Wide of Jonathan Mayer walking into building\u003cbr/\u003e4. SOUNDBITE Jonathan Mayer, graduate student in Law and Computer Science, Stanford University:\u003cbr/\u003e\"So there's been an increasing prevalence of third party tracking on the Web. And that's led to some concerns by users about their privacy.\u003cbr/\u003eAnd so our work is responsive to those concerns. We want to enable people to opt out of tracking that they believe is a privacy invasion.\"\u003cbr/\u003eAP Television\u003cbr/\u003eSan Francisco, California - January 17, 2011\u003cbr/\u003e5. Various websites showing flu information, travel bookings and dating\u003cbr/\u003eAP Television\u003cbr/\u003ePalo Alto, California - January 5, 2011\u003cbr/\u003e6. Wide of Jonathan Mayer and colleague working in computer lab\u003cbr/\u003e7. Web site of Doubleclick, Google's targeted ad service\u003cbr/\u003e8. SOUNDBITE: Jonathan Mayer, graduate student in Law and Computer Science, Stanford University:\u003cbr/\u003e\"The basic idea is every time you ask someone on the Web for content, whether it's Google's ad network or some tracking services, or Facebook, for example the like button, you add a little extra information that says, please serve me that content, and please don't track me, and it's up to the company that hosts that content to respect the user's wish to not be tracked.\"\u003cbr/\u003e9. Close of computer screen UPSOUND: Jonathan Mayer, graduate student in Law and Computer Science, Stanford University\u003cbr/\u003e\"You just add a little bit of code that says every time your going to send an http request, add this header to it, add this x do not track.\"\u003cbr/\u003e10. Close of keyboard and typing\u003cbr/\u003e11. Close of screen as Mayer types in code\u003cbr/\u003e12. SOUNDBITE: Jonathan Mayer, graduate student in Law and Computer Science, Stanford University:\u003cbr/\u003e\"So Do Not Track certainly could be adopted voluntarily by advertising networks, tracking services, social networks, and all those that engage in third party tracking on the Web. That said, the course of the Do Not Track debate suggests that maybe it's unlikely for it to be voluntarily adopted and maybe some legislative or regulatory intervention will be required.\"\u003cbr/\u003e13. Wide of Stanford campus \u003cbr/\u003e14. Wide of Ryan Calo walking\u003cbr/\u003e15. Mid of sign on glass library window reading (English): \"Stanford Law School\"\u003cbr/\u003e16. SOUNDBITE: (English) Ryan Calo, Director, Consumer Privacy Project, Stanford Law School's Centre for Internet and Society:\u003cbr/\u003e\"Consumers are actually becoming more educated about what's going on with their data, but by and large, one of the central problems in online privacy is that you're constantly being tracked, but it doesn't feel like you are.\"\u003cbr/\u003e17. Mid of Ryan Calo using computer\u003cbr/\u003e18. Close of Ryan Calo's face\u003cbr/\u003e19. Close of hand on mouse\u003cbr/\u003e20. SOUNDBITE: (English) Ryan Calo, Director, Consumer Privacy Project, Stanford Law School's Centre for Internet and Society:\u003cbr/\u003e\"I think that for the ten percent of people that end up deciding that they don't want to be tracked and using this mechanism, that it will potentially be very helpful. That said, what about the many, many people who might not opt out? Should it still be the Wild West for them, or do we need some kind of restrictions there?\"\u003cbr/\u003e21. Various of old computers in Stanford's computer science building\u003cbr/\u003eAP Television\u003cbr/\u003eOakland, California - January 14, 2011\u003cbr/\u003e22. Various of William Perttula in his home using laptop\u003cbr/\u003e23. SOUNDBITE: (English) William Perttula, Internet Marketing Professor, San Francisco State University:\u003cbr/\u003e\"Before the Internet started I was teaching marketing. And I would say we do market research, and we survey people on the phone, or by mail, and we ask them, what do they read, what do they like, what trips are they going on, what kind of information would they like to know, and that was how we found out about them. And we would provide them with something - very expensive, very slow. And the internet came along and we said: 'Ah, this is wonderful!' Well now it's so cheap and so fast to collect information on millions of people, this privacy issue is far bigger.\"\u003cbr/\u003eAP Television\u003cbr/\u003eSan Francisco, California - January 17, 2011\u003cbr/\u003e24. Close of screen for shopping website\u003cbr/\u003eAP Television\u003cbr/\u003eSan Francisco, California - January 16, 2011\u003cbr/\u003e25. Wide of San Francisco City Hall\u003cbr/\u003eFor most people the Internet is all about seeking information, shopping and social networking. \u003cbr/\u003eHowever fewer people realise just how much information they divulge about themselves while going about their online lives.\u003cbr/\u003eNow two Stanford University graduates have come up with a new software to help users surf the Web and protect their privacy.\u003cbr/\u003eInformation is constantly being collected about us online, both by the sites we visit and third party data collectors. \u003cbr/\u003eTrackers say they are helping to create a better experience for Web users by giving them information on products that are relevant to them based on the sites they visit. \u003cbr/\u003eBut privacy advocates worry about the vast amount of data being collected on people without their knowledge, and potential abuses if their personal information were ever to get into the wrong hands.\u003cbr/\u003eThat's where a couple of Stanford graduate students come in.\u003cbr/\u003eThey have developed \"Do Not Track\" software which allows people to browse the Web without being watched. \u003cbr/\u003eJonathan Mayer, graduate student in Law and Computer Science at Stanford University says: \"So there's been an increasing prevalence of third party tracking on the web. And that's led to some concerns by users about their privacy. And so our work is responsive to those concerns. We want to allow people to opt out of tracking that they believe is a privacy invasion.\"\u003cbr/\u003eBut the system depends on co-operation by the user and the web provider. \u003cbr/\u003e\"The basic idea is every time you ask someone on the Web for content, whether it's Google's ad network or some tracking services, or Facebook, for example the like button, you add a little extra information that says, please serve me that content, and please don't track me, and it's up to the company that hosts that content to respect the user's wish to not be tracked,\" says Mayer. \u003cbr/\u003eMany online activities could expose information that people may not want to share - an illness they're suffering, a trip they're about to take or the details of their social activity online.\u003cbr/\u003eThe Stanford team's tool uses what's called an http header to send a message to sites not to track a user who has opted out on their computer.\u003cbr/\u003eSounds straight forward. The only problem is getting advertisers to comply.\u003cbr/\u003eWebsites know the site you came from before theirs and the one that you go to when you leave. \u003cbr/\u003eThey install what's called a \"cookie\" on your hard drive. If you come back, this alerts them to what you did last time you were on their site so that they can show you the pages and products that you might find most relevant.\u003cbr/\u003eBut advertisers can also install a cookie on your hard drive when you visit a site they have an ad on. \u003cbr/\u003eAnd if they also advertise on a different site you visit, they know it's you because they can recognise your computer. \u003cbr/\u003eIn this way large ad networks can track Internet users across multiple sites and create profiles of their online behaviour in order to form an even more detailed picture of consumer tastes. \u003cbr/\u003eThat's why when you visit one site on a certain topic, you may see ads related to that topic on a completely unrelated site.\u003cbr/\u003eRyan Calo, director of the Consumer Privacy Project at Stanford Law School's Centre for Internet and Society says: \"Consumers are actually becoming more educated about what's going on with their data, but by and large, one of the central problems in online privacy is that you're constantly being tracked, but it doesn't feel like you are.\"\u003cbr/\u003eFor some this makes browsing the Web smoother and more convenient.\u003cbr/\u003eOthers would prefer their online behaviour remained private. Unfortunately, it's not always that easy to browse the Web incognito.\u003cbr/\u003eCurrently, people can delete cookies on their hard drives by entering their computer's privacy settings. But some cookies, like flash cookies, are extremely difficult to delete for the average user.\u003cbr/\u003eCalo says: \"I think that for the ten percent of people that end up deciding that they don't want to be tracked and using this mechanism, that it will potentially be very helpful. That said, what about the many, many people who might not opt out? Should it still be the Wild West for them, or do we need some kind of restrictions there?\"\u003cbr/\u003eMarketers typically keep one step ahead of people trying to protect their online privacy.\u003cbr/\u003ePrivacy advocates think people should have a choice about whether others can monitor their online habits, and in December an announcement by the Federal Trade Commission called for software to protect personal information from advertisers. \u003cbr/\u003eThe question is: how will it be done, and how can it be enforced?\u003cbr/\u003eMarketers argue that websites have tracked users since the Internet began. \u003cbr/\u003eThey also say tailored ads help fund the free content available on the Web. Without targeting, they argue, online ads would be less relevant, more numerous and therefore more disruptive to the online experience.\u003cbr/\u003eOthers say ads based on the site a user is currently viewing are relevant enough.\u003cbr/\u003eOnline Marketing Professor Bill Perttula says that behavioural tracking is a dream come true for marketers, who once relied on telephone and mail surveys to get information about potential customers. But the privacy element needs to be addressed.\u003cbr/\u003e\"Before the Internet started I was teaching marketing. And I would say we do market research, and we survey people on the phone, or by mail, and we ask them, what do they read, what do they like, what trips are they going on, what kind of information would they like to know, and that was how we found out about them. And we would provide them with something - very expensive, very slow. And the internet came along and we said: 'Ah, this is wonderful!' Well now it's so cheap and so fast to collect information on millions of people, this privacy issue is far bigger.\"\u003cbr/\u003eIn the meantime, most web users are going about the business of online purchases without knowing why the products look so perfectly tailored to them.\u003cbr/\u003e\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\n\u003cspan id='read_more'\u003eRead More\u003c/span\u003e\n\u003c/button\u003e\n\u003cdiv class='rp-report'\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='resource-details-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='resource-details-heading'\u003eResource Details\u003c/h2\u003e\n\u003cdiv class='rp-resource-details clearfix'\u003e\n\u003cdiv 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more...\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='concepts-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='concepts-heading'\u003eConcepts\u003c/h2\u003e\n\u003cdiv class='clearfix'\u003e\n\u003cdiv class='details-list concepts' data-identifier='Boclips::VideoDecorator' data-type='concepts'\u003esocial issues, education, california, privacy, work, san francisco, time, higher education, advertising, information technology, business, north america\u003c/div\u003e\n\u003cdiv class='concepts-toggle-buttons' data-identifier='Boclips::VideoDecorator'\u003e\n\u003cbutton aria-expanded='false' class='more btn-link' type='button'\u003e\n\u003cspan\u003eShow More\u003c/span\u003e\n\u003ci aria-hidden='true' class='fa-solid fa-caret-down ml5'\u003e\u003c/i\u003e\n\u003c/button\u003e\n\u003cbutton aria-expanded='true' 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