With television, people know that they must endure advertising for the ability to watch television for “free” (DVR is a separate conversation). With internet technology, people enjoy websites like CNN.com in exchange for being advertised to. Behavioral data is an important part of optimizing the experience to the person. In this regard, it is the same and companies should be able to advertise effectively to keep their doors open. Where we get off track is when one behavior reduces “speculation” and people are being monetized “in between.” If your data is being bought and sold as it is with RTB and other data collection and optimization platforms, then the person should A. know; B. have a central source to turn the targeting on or off (government); and C. have a cut of the $$. They are not exchanging a service, entertainment, for the right to advertise to them from site to site. This is where the government can tax and the person would benefit.

I agree that it will be difficult. However, we already know that Microsoft plans to incorporate this toolbar into the next release of IE.