OpenID Pilot Program to be Announced by US Government: Via ReadWriteWeb Hat Tip to LauraS .

Ten private companies, a number of US Government Federal Agencies primarily in the Health sector and the OpenID and Information Card Foundations will announce this morning in Washington DC the launch of a pilot program to allow members of the public to log in to participating government websites with their credentials from approved independent websites.

That's right - someday soon you'll be able to log in to the websites of the Department of Health and Human Services, the National Insititute of Health and other government agencies with your accounts from Google, Yahoo and similar services. Below we discuss the privacy protection steps being taken, the usability issues and the ultimate significance of this announcement. [ Read more ... ]

Ads Follow Web Users, and Get Deeply Personal: Via NYTimes.com .

For all the concern and uproar over online privacy, marketers and data companies have always known much more about consumers’ offline lives, like income, credit score, home ownership, even what car they drive and whether they have a hunting license. Recently, some of these companies have started connecting this mountain of information to consumers’ browsers.

The result is a sea change in the way consumers encounter the Web. Not only will people see customized advertising, they will see different versions of Web sites from other consumers and even receive different discount offers while shopping — all based on information from their offline history. Two women in adjoining offices could go to the same cosmetic site, but one might see a $300 Missoni perfume, the other the house-brand lipstick on sale for $2.

The technology that makes the connection is nothing new — it is a tiny piece of code called a cookie that is placed on a hard drive. But the information it holds is. And it is all done invisibly. [ Read more ... ]