Subj: Online Privacy: Perspectives of AllAdvantage.com
From: Ray Everett-Church, CPO, AllAdvantage.com, c/o Michael Moore, 415-
391- 2994, michael_moore@bhimpact.com
To: Internet Caucus Advisory Committee

Privacy from Whom (Government Intrusion vs. Corporate Intrusion) - Privacy from 
Corporations (e.g. Marketer solicitations)

There is an alternative emerging to secret online profiling. It is a new consumer-
oriented model: the Infomediary. Infomediaries work as a personal agent on 
behalf of consumers to help them take control over the profiling process. 
Infomediaries operate on the assumption that personal information is the 
property of the individual described, so individuals should have the means to 
share in the value created by their BM_1_personal information if they so choose.

One such Internet infomediary is AllAdvantage.com. Its implementation of 
the infomediary concept recognizes the valuable nature of personal data and 
acts as a trusted agent for consumers, providing both the opportunity and 
means for its members to monetize their own online profiles without 
compromising the privacy of the data. AllAdvantage.com uses its Viewbar(tm) 
technology to build a profile of an individual member's online viewing and 
purchasing habits. Collecting these profiles and aggregating them with those of 
other members, AllAdvantage.com negotiates with marketers and vendors to 
the benefit of members.

As a necessary element of its business, infomediaries such as AllAdvantage.com 
build relationships with consumers based on fair information principles of explicit 
notice, limitations on collection and use of consumer data, consumer access 
and redress, and clear and unambiguous consent. For example, 
AllAdvantage.com explicitly discloses to members, even before they join, what 
information will be collected about them to build their unique profile, how the 
individual may stop the collection of information, and how that information will 
be used once collected. Finally, members are allowed to terminate the 
relationship at any time, and they may request that their personally identifiable 
information be blocked from further use.