Information leakage also occurs in mobile online social networks, according to Privacy Leakage in Mobile Online Networks, another study by Krishnamurthy and Wills.
To learn more about cookies and how to browse the Internet safely and privately, see PRC Fact Sheet 18: Privacy and the Internet.
This means that advertisers and others are able to use information gleaned from social networks to build a profile of a user’s life, including linking browsing habits to one’s true identity.
Read Krishnamurth and Will's 2009 study On the Leakage of Personally Identifiable Information Via Online Social Neworks.
(See The Value of Behavioral Targeting by Howard Beales, sponsored by the Network Advertising Initiative)Social networks collect a lot of information about potential customers, which advertisers are very interested in using.
In some ways, this may be useful to the user because the advertisements he or she sees may appear more relevant.
This fact sheet will provide information about the advantages and disadvantages of using social networks, what kind of information may be safe to post and how to protect it, as well as who is able to access different types of information posted to these networks.
But who else can see it, and what exactly is visible?
Entities that collect personal information for legal purposes include: Social networks that provide their services without user fees make a profit by selling advertising.
This practice is appealing to marketers because targeted advertisements are more likely to result in a purchase by a viewer than comparable non-targeted advertisements.
They are valuable to social networks as they can be sold at a higher price than regular ads.