ISPs could enter ad serving arena

Soon ISPs could join the ad-serving market. The vast amount of knowledge available to these companies about their users gives them an advantage if they choose to do so. ISPs often provide cable and wireless services along with Internet access, allowing them a broad range of information for targeting. EMarketer predicted online advertising spending for this year at almost $26 million – a substantial prize for companies to fight for.

Privacy concerns are of course an issue. The FCC recently ruled against deep-packet inspection (DPI) technology regulation; however, as ISPs move into this segment this decision could change. DPI is currently used to filter out spam and other harmful or annoying material.

(Business Week “Now ISPs Want to Serve You Ads, Too”)