Terminology:
Online Behavioural Advertising (OBA - Canadian spelling, of course!)
Since this issue of the SSN references
Episode 51 of the Shared Security Podcast, where I speak with Andrew Patrick of the Office of the Privacy Commissioner of Canada, I thought it would be good to define the term the Privacy Commissioner uses for something you are probably familiar with, but may not know its name or definition.
According to
KISS Metrics:
Behavioral advertising is a technique used by online advertisers to present targeted ads to consumers by collecting information about their browsing behavior.
So, suppose you decide to go shopping online for a CPAP machine for a sleep disorder, and you look at a few websites. Then a day or so later, you're visiting a news website, and you see ads in the sidebar that feature CPAP machines, then either it was a lucky coincidence, or the ad service was somehow tracking your searches and/or visits to sites that contained those products. There are some important privacy issues around this kind of ad-based tracking.