Audience Science, an accidental target
ADOTAS — You expect top executives to be prepared when they testify to Congress about the major issues connected to that industry.
Since tracking online has become the latest boogeyman, understanding it should be part of the course. But in at least one case, it wasn’t, and it put behavioral targeting company Audience Science in a temporary bad spot. An ATT executive appeared to misspeak and confuse ISP-based ad targeting with cookie-based ad targeting, and a tempest in a teapot was borne.
Audience Science CEO Jeff Hirsch believes an open and frank discussion about targeting is a good one to have, though he wished the conversation would have been started without the missteps.
“We firmly believe that we need guidelines and standards for the industry to protect and educate consumers,” Hirsch says, “so that they can understand what targeting really does mean do them. So overall the converation is a great one.”
Hirsch says that there needs to be a lot more education:
“I’ll give you an example, about third party cookies. Should they be eliminated. You are talking about frequency capping on the web. Talk about a disastrous event for consumers. A consumer would be inundated by the same ads over and over again.”
Advertisers need to be able to generate results, which in turn allows publishers to give access to free content, Hirsch says. They would have to do more advertising to find the consumers who are interested in their product. This is about creating relevancy for the consumer and improving their experience, resulting in the decrease of ads shown, Hirsch says, and something that is not understood well.
Any time Audience Science utilizes data for behavioral targeting, it is generated only through specific relationships, a set group of publishers. It has a contract with those publishers, where the company can place a pixel on their site and to cookie users who go to their site. In that contract and in that relationship with that publisher, that publisher must have proper disclosure information in their privacy policy and the ability to inform a consumer how they can opt out of being tracked.
Hirsch admitted they took down ATT’s logo (it’s back up now) until they could figure out what was said or not said. ATT is an advertising client of the company. The CEO said that industrywide standards and education will stop or at least blunt this type of flareups in the future.
– Express your opinion, comment below.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
- Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
Features
- Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
- With gTLDs, Global Branding Starts with a Name February 9th 2012
- Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
- Case Study: Social Ad Effectiveness February 8th 2012
- Video: “Build an SEO Foundation” Excerpt February 8th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- Rick Noel: Nice post Mike. A few years back, we ran a large CPA campaign through an
- With gTLDs, Global Branding Starts with a Name – ADOTAS | ShopComs.com: [...] With gTLDs, Global Branding Starts with a NameADOTASADOTAS – It's no longer important how
- Domain Outlook : Latest Domain News » Blog Archive » With gTLDs, Global Branding Starts with a Name - ADOTAS: [...] With gTLDs, Global Branding Starts with a NameADOTASADOTAS – It's no longer important how
- With gTLDs, Global Branding Starts with a Name: [...] and Microsoft have little to worry about over names like UnitedThis and UnitedThat. The
