Ghostery Makes Privacy Marketable - InformationWeek

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Ghostery Makes Privacy Marketable

Service that blocks Web tracking code turns out to be good for business, too.

Tech Hygiene: 10 Bad Habits To Break
Tech Hygiene: 10 Bad Habits To Break
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Privacy software has always been a tough sell. People have a hard time paying a specific price for something of ambiguous value.

Ghostery, a New York-based privacy software company that was founded in 2009, appears to have found a way to make privacy work as a business by making it matter to businesses.

Ghostery offers free software for browsers and mobile devices that identifies and optionally blocks trackers -- code in webpages associated with embedded content and services. Modern Web pages often have a dozen or more trackers, which might place or read cookie files, collect data for marketing analytics services, enable targeted advertising, load external content, or present social widgets.

The anonymized data Ghostery receives if users choose to opt in to its GhostRank service turns out to be valuable to businesses -- they get to see what users are blocking. GhostRank has about 40 million users, and half agree to share their usage data, an exchange Ghostery characterizes as a voluntary donation in exchange for free privacy software.

[Are Microsoft's free mobile apps any good? Read Microsoft Office Mobile: Right For You?]

Ghostery then sells the data to clients such as Proctor & Gamble so they can better understand how their online marketing efforts are working or failing. If lots of Ghostery users are blocking a particular service, that might be a sign to work with a different provider or to take a different approach.

At the Demo conference on Wednesday, Ghostery launched its Marketing Cloud Management (MCM) product, a set of tools that assess ad networks, analytics tools, and social media widgets on a company's website.

In a phone interview, CEO Scott Meyer describes MCM as a tool companies can use to make their websites safer and more secure. He noted that companies pay the online service providers that place code on their websites for tracking and analytics, but those providers might be doing more harm than good.

MCM includes a feature called TrackerMap that allows organizations, in real time, to identify tracker code that's causing latency or creating vulnerability. Eliminating sources of latency has a direct impact on online sales. "Every one second of page latency takes away about 7% in conversions," said Meyer.

The Syrian Electronic Army's hacking of Reuters' website in June offers an example of the possible consequences of allowing compromised third-party tracker code to run on one's website. The hack was made possible by a phishing attack that provided access to a widget that served syndicated content from content provider Taboola.

GhostRank data last month found over 11,000 non-secure tag loads on secure (HTTPS) webpages across 80 domains, including,, and, Ghostery claims.

The presence of these tags makes the HTTPS pages vulnerable, something that ought to concern executives at the companies using these domains. did not immediately respond to a request for comment.

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Thomas Claburn has been writing about business and technology since 1996, for publications such as New Architect, PC Computing, InformationWeek, Salon, Wired, and Ziff Davis Smart Business. Before that, he worked in film and television, having earned a not particularly useful ... View Full Bio

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User Rank: Apprentice
12/1/2014 | 6:50:41 AM
In the name of Privacy?
It's interesting that Ghostery is all about privacy, yet in this article they are pitching about their posession of, and ability to sell, private browsing data from users browsing on private corporate instances of Salesforce.
User Rank: Ninja
11/27/2014 | 11:05:48 PM
Nice but there are better alternatives
Ghostery is OK, but Privacy Badger and HTTPS Everywhere are much better options for privacy.  Ghostery does not enforce the Do Not Track setting whereas Privacy Badger does.   And Ghostery does nothing to assure HTTPS whereas HTTP Everywhere does.
Thomas Claburn
Thomas Claburn,
User Rank: Author
11/24/2014 | 4:31:33 PM
Re: More accurate?
Accuracy is less of an issue for tag data since its vendor-generated rather than reader-generated.
User Rank: Ninja
11/24/2014 | 4:08:12 PM
More privacy the better
I think privacy software is better. However feeding it back to companies is not going to make adverts go away or more palatable. They can refine their adverts all they want, they are still annoying. And i want to be able to window shop without having marketing messages invade my device. Especially if the message is charged against my data allowance.
User Rank: Apprentice
11/24/2014 | 10:35:26 AM
Transparency is Half the Battle, well, not even half
Ghostery's solution priovides publishers and digital enterprises with transparency, but is that enough? The obvious step beyond providing visibility into what's happening on a brand's site is being able to conrol specific actions undettaken by tags that access your site. Mezzobits' Audience Control Module delivers real value by truly stopping data leakage.
User Rank: Ninja
11/24/2014 | 9:55:11 AM
More accurate?
I wonder if the volunteered data, albeit anonymous, is more likely to be honest and accurate, since people were happy for it to be taken? I know I for one, when knowing data is going to be taken without my permission and it's not imperative that it's accurate, will sometimes give false info to obscure my online activities. 
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