Some internet content providers, like online publishers or retailers, want to customize the users experience by placing more relevant advertisements on the pages they visit. There are different technological variations, but essentially companies are using existing technologies, like “cookies” to identify that a user has a particular interest in a certain product or service. Unfortunately, ISPs have tried to use much more invasive new technology called Deep Packet Inspection (DPI), which is sometimes confused with Behavioral or Tailored Advertising. Unlike Behavioral or Tailored Advertising, DPI involves opening the content part of information that is sent over the Internet in order to add advertisements. On the Hill and at the relevant agencies, we are working to distinguish these technologies and to insure that content providers retain their freedom to advertise.

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