Louisiana telco Centurytel is working with Silicon Valley firm NebuAd to pursue behavioral targeting of online advertising. The companies use deep packet inspection technology to collect data about end users' online activities and uses it to help advertisers create advertising models that can be targeted based on those usage patterns.
Centurytel isn't the only ISP doing this, and it could radically change Internet advertising. It also naturally raises privacy concerns. DPI already has been the source of much controversy, as it could help carriers identify traffic content and allow them to use that knowledge to block or delay traffic from some users, as Comcast is said to have done.
- read this report in The Wall Street Journal