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Healthcare.gov and
State Sites Still Crawling With Ad Trackers
According to the article, this is the topology of several State
Healthcare websites, including those that belong to California, Colorado. The
analysis was done by investigators using the ad detection tool Ghostery.
The jist of the issue is that allowing 3rd party ad-tracking
and publishing services to reside on State owned healthcare websites, whose
customers may not have a choice to not visit, and then sharing any contact
information entered while browsing on these sites with advertisers like
Facebook and Google, is not morally sound.
By sharing contact info collected with 3rd party agents, a
visitor may see targeted ads chosen as a result of a session browsing
government healthcare sites, while they are on Facebook, and vise versa.
Tracked individuals may receive emails or calls or postal mail that is
generated from such a multi-channel ad-targeting approach. There seems to be a
trend to install additional ad-tracking software on these State-owned websites.
During the month of January 2015, the number of ad-tracking software on Colorado’s
ConnectForHealthCO.com went up from 25 – 32.
According to Ghostery CEO Scott Meyer, such a multichannel strategy is
not surprising given that the content publisher is spending big money on
digital marketing campaigns.
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