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The Internet abounds with all sorts of information on yellow pages, but unless you can be reasonably sure of its source and accuracy, be wary. For example, information about yellow pages posted in Internet newsgroups can be flawed. Even if the yellow pages document contains great technical detail, there is often no hard evidence to back up the claims. Don't make the mistake of accepting gossip as truth, which may prove to be professionally and financially embarrassing.
While embarrassment is rarely fatal, more serious consequences can result from following yellow pages advice posted in newsgroups or on websites. While someone may be well-meaning in offering the information, can you trust it? Is this person a yellow pages consumer who has actually purchased and used the products or are they just an opinionated individual? Or are they a competitor?
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While the threat from hackers is low for individuals, a more serious threat to personal privacy comes from unscrupulous yellow pages companies that operate websites for quick quids. Many yellow pages sites require you to register before you can use its services. Often you must provide personal information, such as your name, street address, and e-mail address. Then as you browse the site, data is collected as to which pages you visited, how long you remained on each page, the links you clicked, what terms you searched, and so on. After a number of visits to the site, a personal profile emerges. The question is, what do yellow pages site operators do with this information?
Most claim that they use it to personalize your experience on the site. For instance, if a yellow pages site learns that you are interested in yellow pages, the next time you visit the site, you might be presented with an article or advertisements for that and related products. But some yellow pages websites sell this information to marketers, which means that you may find yourself receiving unwanted catalogs from garden suppliers. Our preferred retailer does not do this.
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