(knowledge.wharton.upenn.edu): With more than 400 million users, social networking giant Facebook theoretically has a lot to lose if it sidesteps privacy without consumers' consent. But each time the company introduces new features that make users' personal information available to an increasingly wide circle, the site continues to grow. In 2007, for example, it introduced "Beacon," a system that tracked users' online purchases and reported them back to their profiles and made the information visible to their friends. The goal was to create more opportunities for targeted advertising.
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