Dave Rosenberg compares new features for advertisers on MySpace and Facebook in reaching targeted members through behavioral patterns and interests. For an advertiser, this is very attractive, giving them the greatest chance to ensure their ad resonates and is relevant. To the user, it can feel very intrusive. Concerns of privacy will no doubt creep up. However, this is what members knowingly or unknowingly give up when they sign up for many of the free services they enjoy online like MySpace and Facebook. At Adtech New York, this topic came up a lot with many vendors reassuring the audience that no personal contact information is ever passed on to advertisers, and only behavioral patterns and interests (ie. jazz music) are used to help advertisers reach their audience. The profile info is completely anonymous and treated as some innocuous serial number that no one could ever decipher. Comforting? Maybe for some, but this will continually grow into a hot topic as more sites find creative ways to satisfy the demands of advertisers who provide the revenue streams to make these sites available.