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As a result, some customers were caught off guard by Facebook's sudden use of detailed user tracking. In conjunction with the apology, Facebook introduced new privacy options to give users more control over how Beacon operates.
The incident raises many questions, according to experts at Wharton. For example, what is the balance between privacy and online ad targeting? Will marketers continue to experiment? Are these early efforts just a precursor of what's to come? Will consumers become more wary of sharing information? Does privacy really exist online?
Those questions don't have quick answers given that online advertising is entering an experimental age where marketers, Internet giants and consumers are fumbling to find the proper balance between more advanced ad targeting and privacy...
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