For a web site, it depends on your geographical location, your earnings and, probably, other stupid things like your political affiliations or even the color of your skin. A new product called RMX Direc has been launched where advertisement companies bid for the right of displaying an ad in the web page you are watching depending on your value. So, if you are from a rich neighborhood in London, the web ad engines of BMW and Mercedes-Benz will start a war for showing nice pictures of their new cars in the page you are watching…

In my view, the main consequence is that web sites will try to know everything about you. They can currently know some simple things like geographic location or your internet provider just from your IP address, but they will promote the registration of users in order to trace their navigation and gather information from the temporal data (this is already done by a lot of companies, indeed).

The second danger of this new advertisement is the born of first and second class citizens in the Internet. As the money will go to the web page owners and not their visitors, sites will try to attract “rich” people (ie, people that makes companies pay more). Second class visitors will be not so interesting and will, for example, get less things for free.