MarketingVOX: A China-based Microsoft site is testing a new software that draws a sharp profile of Internet users, including age, sex and geographic origin, writes Reporters Without Borders (via The New Scientist). The software draws conclusions, not by form entry but by user behavior.
The goal of the new software is to better target its advertising, but Reporters Without Borders points out the software could be used to target “subversive citizens.”
The organization stated, “[We] believe it is unacceptable to carry out this kind of sensitive research in a country such as China, where 50 people are currently in prison because of what they posted online.”
The aggregated user information collected by major search engines like Microsoft, Yahoo and Google is already a topic of major contention in a number of countries. The EU is currently conducting a privacy probe on Google’s information-gathering and storage practices.
The New Scientist drew its report from a study called “Demographic Prediction Based on Users’ Browsing Behavior,” published by researchers working in a Beijing Microsoft lab.
The study outlined methods that enable the verification – and clarification – of information provided on online forms by comparing entries to their surfing habits. The information would be drawn from surfers’ browser cache and cookies.
Related stories:

• Google, Like God, Knows What You’re Doing
• FTC Begins ‘GoogleClick’ Probe
• EU Officials Conduct Google Privacy Probe
• Yahoo Sees Salvation in Behavioral Targeting
• Rights Group Sues Yahoo, Alleging Help in China Torture
• comScore: 31% Delete Cookies; Skews Measurement

Related posts:

1. Yahoo Creates Behavior-Based Ad Format
2. Google, Like God, Knows What You’re Doing
3. Google Goes on Cookie Diet, Privacy Goal Remains Elusive
4. Microsoft Plans MSN R&D Center in China
5. Search Unlocks Google’s Past, Present, Future