Comments on: FTC and behavioral targeting practices http://www.adotas.com/2009/06/ftc-leans-on-behavioral-targeting-practices/ Where Interactive Advertising Begins Fri, 10 Feb 2012 14:59:18 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Shane Lundy http://www.adotas.com/2009/06/ftc-leans-on-behavioral-targeting-practices/#comment-776882 Shane Lundy Wed, 08 Jul 2009 14:09:03 +0000 http://www.adotas.com/2009/06/ftc-leans-on-behavioral-targeting-practices/#comment-776882 I also believe that the industry must do a better job with self regulation regarding behavioral targeting. We believe that asking a user to select who gets to advertise to them is the tip of the behavioral targeting spear. My company, SponsorSelect, is a premium ad network that is reinventing behavioral targeting. Built atop a robust ad server that has already been deployed with numerous publishers, including Fandango, Demand Media and WeatherBug, SponsorSelect allows Internet users to choose the advertising they wish to see. We present SponsorSelect where consumers are already seeing natural breaks such as a pre roll in front of video or game content. We simply tell the user “This game is brought to you by BrandX or the sponsor you choose”. The user is not required to select and if they don’t, BrandX would be their sponsor in this example. The list of sponsors to choose from are sold by my company based on the site demographics and location of the user. We would like to eventually leverage contextual data sets when the privacy concerns around behavioral targeting subsides and best practices are implemented. We have presented our solution to over 30mm unique users and have found two really important findings. 1) Consumers like having choice and control over the advertising they see as long as the right value exchange exist. 2) When consumers choose a sponsor they are more likely to buy. We call it On-Demand advertising and our goal is to eliminate media waste, reduce the amount of advertising consumers see and increase the availability of professional produced content for consumers. Shane Lundy I also believe that the industry must do a better job with self regulation regarding behavioral targeting. We believe that asking a user to select who gets to advertise to them is the tip of the behavioral targeting spear. My company, SponsorSelect, is a premium ad network that is reinventing behavioral targeting. Built atop a robust ad server that has already been deployed with numerous publishers, including Fandango, Demand Media and WeatherBug, SponsorSelect allows Internet users to choose the advertising they wish to see. We present SponsorSelect where consumers are already seeing natural breaks such as a pre roll in front of video or game content. We simply tell the user “This game is brought to you by BrandX or the sponsor you choose”. The user is not required to select and if they don’t, BrandX would be their sponsor in this example. The list of sponsors to choose from are sold by my company based on the site demographics and location of the user. We would like to eventually leverage contextual data sets when the privacy concerns around behavioral targeting subsides and best practices are implemented.

We have presented our solution to over 30mm unique users and have found two really important findings. 1) Consumers like having choice and control over the advertising they see as long as the right value exchange exist. 2) When consumers choose a sponsor they are more likely to buy. We call it On-Demand advertising and our goal is to eliminate media waste, reduce the amount of advertising consumers see and increase the availability of professional produced content for consumers.

Shane Lundy

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