Privacy Primer: Protecting the Consumer in the Age of Behavioral Targeting

The purpose of this primer is to look at the privacy issues facing mobile operators and others in the value chain. The mobile medium is the most personal because of its one-to-one relationship with the user – we don't share our phones. Mobile devices have the ability to register a user's location, and for a growing number of people, they serve as a digital wallet, holding photos, music and other personal information. As more users spend more time connected to online communities through their mobile device, striking a balance between user benefits and personal privacy is essential for the mobile operator, especially as behavioral targeting and mobile advertising gain traction in the marketplace.