부산대학교 도서관

This article reports that privacy is a concern for many people, making it both a problem for business, and an opportunity for those who can find ways to better protect consumers' privacy. The power of the Internet for personalizing the experience of users is unparalleled, yet concerns have continued to escalate over risks to users' privacy. The term "privacy" is used loosely in conjunction with allied concepts, particularly security and authentication. Privacy refers to the extent to which the accessibility and subsequent use of information about users, including their personal details and the transactions they undertake, is protected. Security refers to the methods used to physically block from external interception both user data and communication between two parties. Polls suggest that the public is gravely concerned. The stock markets apparently agree that this sentiment is a central consumer concern. This was manifested in dramatic fashion in September 2000, when the U.S. online advertising company DoubleClick was revealed to be selling user details to third parties, in contravention of its stated policies. Its share price collapsed instantly.