Wall Street Journal
By GEOFFREY A. FOWLER And EMILY STEEL
October 23, 2010
MySpace and some popular applications on the social-networking site have been transmitting data to outside advertising companies that could be used to identify users, a Wall Street Journal investigation has found.
The information was primarily sent by MySpace when users clicked on ads. The website had pledged to discontinue the practice of sending personal data when users click on ads after the Journal reported it in May.
A MySpace spokesman said the data identify the user profile being viewed but not necessarily the person who clicked on the ad. MySpace is owned by News Corp., which also owns The Wall Street Journal.
MySpace, which had 58 million visitors in the U.S. in September, has been struggling to turn its business around in the face of tough competition from Facebook Inc., which had 148 million U.S. visitors last month, according to comScore Inc.
The data being transmitted were MySpace user IDs. These unique numbers can be used to look up a person's MySpace profile page, which sometimes includes their real name, photographs, location, gender and age. The advertising companies being sent the data, which included Google Inc., Quantcast Corp. and Rubicon Project, said they didn't use the information.
Earlier this week, the Journal reported that the top 10 most-popular applications on Facebook were passing that site's user ID numbers to outside companies. Facebook said it is changing its technology to block the transmission of user IDs.
The MySpace leaks appear to be more limited than those at Facebook, which has far more users and requires them to make public their name, gender and country.
On Facebook, the user ID is linked to a person's real name. MySpace allows users to hide their real names and use a "display name" on the network. That means that user IDs don't necessarily link to people's real identities. MySpace says knowledge of a user ID number only provides access to information a person has made public on their profile.
In addition, the Journal investigation found some MySpace applications were transmitting user IDs, including BitRhymes Inc.'s TagMe, which lets its 8.3 million users make and comment on friends; WonderHill Inc.'s GreenSpot, a virtual gardening game with 1.8 million users; and RockYou Inc.'s RockYou Pets, a game with 6.1 million users.
MySpace said it prohibits app makers from sharing user data, including user IDs, with other entities. "It has recently come to our attention that several third-party app developers may have violated these terms and we are taking appropriate action against those developers," a MySpace spokesman said.
The Journal's investigation demonstrates how fundamental Web technologies can jeopardize user privacy. When a user clicks on an online ad, several pieces of data are transmitted, including the web address of the page where the user saw the ad. At both MySpace and Facebook, that web address has included a user ID.
Craig Wills, a professor at Worcester Polytechnic Institute who has studied how social-networking sites handle user IDs, said such referral data are a growing problem for the Web. As more sites try to tap into social-networking capabilities, "there is the potential danger that those sites with the identifier don't necessarily take care of it, and potentially leak it to whatever third parties are present," he said.
In many cases, the transmission is inadvertent. A RockYou spokeswoman said a company that works with RockYou was transmitting user information to a third company without RockYou's knowledge. "We have taken immediate action to indefinitely suspend their services in connection with RockYou and we are reviewing all third-party providers to ensure compliance with our platform partners' terms of service," she said.
WonderHill didn't respond to requests for comment.
The Journal found that TagMe transmitted a user ID to online tracking company RapLeaf Inc. MySpace and TagMe both said TagMe has since stopped the practice. RapLeaf declined to comment.
BitRhymes, maker of TagMe, said it "has a strict policy of not passing personally identifiable information to any third parties. When we were informed of the issue, any suspect relationship was immediately dissolved."
Learn more about Search Engine Optimization, the most effective form of online advertising.
Search Engine Marketing is the fastest growing advertising medium in the world, projected to become 10x more powerful and influential than traditional media outlets such as: network television, cable television, local television, network radio, local radio, satellite radio, national newspapers, local newspapers, magazines, billboards, direct mail, telemarketing and more.
Discover the most powerful and effective form of advertising, Search Engine Optimization.
An aside for consideration are the segments of Search Engine Optimization. Clarification is required in terms of paid search marketing, sponsored search advertising, pay per click, email marketing (spam), and the foundation of strategic internet marketing: Organic Search Engine Optimization - Organic SEO in some circles also referred to as Natural Search Engine Optimization - Natural SEO.
Key Organic Search Engine Optimization Facts:
- Keyword search is the 2nd most popular online activity, rapidly approaching the popularity of email retrieval.
- 90% of all new website visitors are delivered by a major search engine and/or directory.
- 98% of all keyword search activity results are powered by the big 4 search engines: Google, Yahoo, MSN and AOL.
- Keyword search results on Google, Yahoo, MSN and AOL are all determined by a search engine spider and/or robot crawler.
- Recent internet marketing studies confirm that keyword searchers prefer the organic results at a 6 to 1 ratio vs. pay-per-click sponsored search advertising listings.
Is your corporate website being found early and often on the keywords and keyword phrases that best describe your products, services and industry?
Harness the power that our proven organic search engine optimization technologies can provide...
Contact the Peak Positions Organic SEO consulting specialists today.
Learn more about our client roster, one of the strongest in the SEO industry, and more importantly discover why our client-focused Organic Search Engine Optimization company maintains the highest client retention rate in the SEO industry.
"Our year over year order anniversary flowers revenues are climbing rapidly in a timid economy. If you are looking for an excellent SEO Company, we suggest Peak Positions" ...
SEO Case Study