Marketers are increasingly aiming to seek, leverage and use personal information, which is gathered by Internet firms about their users for targeting their advertisements more effectively. However, privacy campaigners are acutely concerned about such services, which precisely track users’ behaviour for gathering such piece of data.

For example, a controversial UK-based service Phorm, which has the backing of leading Internet service providers gathers info about users, has been criticised for invading Internet users’ privacy. The Phorm service is in fact, being investigated by the Office of Information Commissioner. Phorm claims that its technology never makes use of information in a way, which makes individual Internet users personally identifiable.

On other hand, Google’s popular video site would soon incorporate a feature that will let creators to discover how viewers had happened to reach their video. Additionally, the web site is working on including other metrics into the feature - raising the possibility, for example, that creators could understand whether their videos are popular with a particular age group or gender. A product manager at Google’s Zurich office, Nick Jakobi sees it differently. He stated, “This service will provide marketers & our other partners a greater level of insight into how that focus group is getting engaged with their videos.”