Speaking at the second day of a Federal Trade Commission conference about privacy and Web ads, Dyson proposed that social networking sites will drive new types of interaction between marketers and consumers.

She said that consumers -- now trained in some aspects of the art of profile creation and maintenance via sites like Facebook -- will want to wield similar control over their marketing profiles.

Dyson predicts that users will soon ask, "If I curate my profile... and if I can decide which of my friends can see which part of my profile, why can't I do that for marketers?"

It's an intriguing idea, but executing it will be another matter. There appears to be widespread agreement that very few consumers currently read privacy notices. Of course, it's not surprising that people don't interrupt their Web surfing to click on privacy links and then read policies written in page after page of dense legalese.

But, Dyson said, that doesn't mean that people don't want answers to the basic questions, "Why are you showing me this ad? What is it you know?"

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