One of the largest network vendors in the world is planning to offer their ISP partners an opportunity to modify HTTP headers to get ISPs into the advertising racket. Juniper Networks, which sells routers to ISPs, is partnering with Feeva, an advertising solutions company, to modify data packets’ header information so that the packets will include geographic information. These modified packets will be transmitted to any and all websites that the customer visits, and will see individuals receive targeted advertisements according to their geographical location. Effectively, Juniper’s proposal may see ISPs leverage their existing customer service information to modify customers’ data traffic for the purposes of enhancing the geographic relevance of online advertising. This poses an extreme danger to citizens’ locational and communicative privacy.

Should ISPs adopt Juniper’s add-on, we will be witnessing yet another instance of repugnant ‘innovation’ that ISPs are regularly demonstrating in their efforts to enhance their revenue streams. We have already seen them forcibly redirect customers’ DNS requests to ad-laden pages, provide (ineffective) ‘anti-infringement’ software to shield citizens from threats posed by three-strikes laws, and alter the payload content of data packets for advertising. After touching the payload – and oftentimes being burned by regulators – it seems as though the header is the next point of the packet that is to be modified in the sole interest of the ISPs and to the detriment of customers’ privacy.

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