Internet Providers Quietly Test Expanded Tracking of Web Use to Target Advertising

The online behavior of a small but growing number of computer users in the United States is monitored by their Internet service providers, who have access to every click and keystroke that comes down the line.

The companies harvest the stream of data for clues to a person's interests, making money from advertisers who use the information to target their online pitches.

The practice represents a significant expansion in the ability to track a household's Web use because it taps into Internet connections, and critics liken it to a phone company listening in on conversations. But the companies involved say customers' privacy is protected because no personally identifying details are released.

"You don't want the phone company tapping your phone calls, and in the same way you don't want your ISP tapping your Web traffic," said Ari Schwartz of the Center for Democracy and Technology, an advocacy group. "There's a fear here that a user's ISP is going to betray them and turn their information over to a third party."

Advocates of deep-packet inspection see it as a boon for all involved. Advertisers can better target their pitches. Consumers will see more relevant ads. Service providers who hand over consumer data can share in advertising revenues. And Web sites can make more money from online advertising, a $20 billion industry that is growing rapidly.

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