Getting Data on Online Buyers

Privacy advocates have something new to worry about.

Orange-based Experian Inc., the credit bureau and information company, has launched a new product that enables online merchants to gather personal information about consumers as they shop.

After a potential customer registers at the businesses’ Web sites, Experian’s software program, called Visitor Insight, runs the person’s name through a giant demographic database, which contains information on about 98% of American households. For example, the database might reveal that the customer recently bought a home or is a frequent traveler.

Then the program can immediately respond to that information, sending the customer instant ads about furniture, home improvement or vacation spots.

The program can also spot--and correct--cases in which the consumer provides the wrong address.

Experian says its product will cut down on generic and irrelevant advertisements and allow marketers to make better offers.

In response to privacy concerns, the product allows consumers to choose whether or not they want to receive the personalized offers.