Today Google made public their plans to enhance their AdSense offering by refining the ads displayed based on a user's interest. An interesting development both in terms of additional opportunities for advertisers but also in terms of the impact on websites' privacy policies and users' identity management.
Our social identity is how we and others define ourselves and we may have several such identities depending on context (e.g. work, friends, family). As more and more of our social identity information is shared or even directly created online, managing it will become increasingly difficult and also increasingly important. Here we investigate some of the issues.