Spokeo.com is a new service showing how far online tracking has gone, offering up phone numbers, home values, wealth estimates and even maps of houses for anyone you wish to track.
While a lovely user interface, Spokeo is really nothing new. Back in June 2008 Danny Dover posted a list of all the personal data elements Google could conceivably track about you — from every web site you’ve ever visited via Google search results pages to your stock portfolio, credit card, personal address, video preferences, friends and colleagues, even the time patterns on your calendars. If you’re a 100-year-old dwarf who likes to sleep late and then shop for shoes for your elf friends, Google likely knows it. Direct marketers have used similar mailing lists and PRIZM-segmentation schemes for decades to guess whether you will respond to Christmas catalogs with waxed-cotton hunting jackets.
We wrote in Bloomberg Businessweek over the holidays:
If Do Not Track moves forward, you’ll still see banner ads everywhere. They’ll be untargeted, with more off-kilter offers because no data about your preferences will be deployed to give you a golf ad, say, if you’ve been reading a lot of golfing articles. You’ll feel better about your privacy, despite the fact that website marketers could never track you individually, but rather could make wild approximations of the type of person you are. Thousands of small websites may disappear as dollars flow to consolidated publishing centers.
Is this too extreme? Surely, hobbyists will continue to write blogs and build sites out of love. But with $8 billion or more moving to the ivory towers of mainstream content, you’ll have fewer choices. There will be less innovation online. The Mashables and Huffington Posts of tomorrow may never get off the ground. Add video and soon the Web will be like turning on TV—perhaps with a few major networks, just like the 1960s.
The information is out there. Rather than fight it, consumers may just have to learn to manage it.