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IAB Launches ‘Privacy Matters’ in Advance of FTC Roundtable

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Dec 4, 2009 

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Gavin Dunaway  |

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IAB Launches ‘Privacy Matters’ in Advance of FTC Roundtable

ADOTAS – It could be quite a manic Monday for digital advertisers. Privacy advocates are calling Dec. 7 “Pearl Harbor Day” for the Internet advertising industry as the Federal Trade Commission launches its public roundtables on consumer privacy issues.

Certainly many members of the public as well as legislators are up in arms over practices such as behavioral tracking and targeting, but a great deal of this anxiety comes down to a lack of knowledge regarding practices.

The Interactive Advertising Bureau has been applying preventative measures, including releasing “Self-Regulatory Principles for Online Behavioral Advertising”. Its latest effort is the consumer education campaign “Privacy Matters,” which will be featured on a broad array of media sites. It’s a conciliatory recognition that the industry has released paranoia in the general populace by not clearly explaining the nuts and bolts of targeting and other advances.

Many IAB media partners and agencies lent resources to build the campaign. The site itself features a detailed history of targeted marketing as well as a discussion forum.

“With consumers living such a large portion of their lives online, it’s imperative that they understand how their information is used in providing them with a more relevant and personalized Internet experience,” said Trevor Kaufman, CEO of Schematic.

As David Chapell of Chapell & Associates warned back at the Ad Revenue 2009 conference, the IAB realizes promoting industry self-regulation and transparency is the only way to avoid being smashed by the regulatory hammer. Whether or not the “Privacy Matters” campaign stirs attendees of the FTC roundtable, it’s certainly a noble effort like the National Advertising Initiatives’ opt-out cookie manager plug-in for web browsers.

Tags: FTC, IAB, privacy, roundtables and targeting

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