More articles by Jim Brock
Behavioral Targeting’s Future: Known and Unknown
ADOTAS – The last few months have been eventful for those following ad targeting and consumer privacy. Here’s my list of things that we have now learned (and some we haven’t) about the emerging “self-regulatory” framework.
What We Know:
A verifiable do-not-track choice is now “table stakes” if you’re making browsers. Microsoft had less to lose by upping the ante. It’s hard to see how Firefox and Chrome not following in some way.
Browser-based “Do Not Track” will be accessible from the new notices in ads and website footers. How can that choice not be presented, in a consumer-friendly process?
Many websites need to add notices, too. The Forward I icon in ads doesn’t cover all networks or collection activities like retargeting.
What We Don’t
What kind of back-end oversight suffices for self-regulation? Independent audits or industry compliance reviews?
Will Apple and Google police tracking privacy on mobile applications? Since they’re the only ones in a position to make it happen.
How will Google implement the DAA requirements? Will they adopt the icon? Will they police the participants in their big data exchange?
I still say behavioral targeting’s bad press is due to a lack of marketing. Zuck should have been first to invest in some pro-behavioral ads that clearly showed how consumers benefit from this technology vs. letting everyone run scared. These sites are indeed free!
On the other hand, there isn’t any evidence any industry will self-regulate so there has to be a boundary somewhere.
This will be like food nutrition label laws – at first the vendors can’t imagine it, then it ends up where no one can image a world without it and most people ignore it. When cigarette ads had to include the WARNING label it seemed outrageous, now no on cares and consumers ignore them (same for music advisory labeling).
users will not look at ads, so how many are going to bother to interact to change prefs? <1%.
Leave a Comment
- Adotas Poll: Pay Music Service Will Have Most Affect On Google’s Bottom Line May 24th 2013 ADOTAS – In last week’s poll, we asked our readers: [...] more »
- Report: Tremor Video Files for IPO May 24th 2013 ADOTAS – Are our readers incredibly influential, or are they [...] more »
- How to Make Lead Exchange Work May 24th 2013 ADOTAS — The idea of lead exchanges has hardly been [...] more »
- A Whole New Ballgame: Sports Ticketing in the Connected Age May 24th 2013 ADOTAS — In the next five years the ticket market [...] more »
- Blogshare: Pinterest, Now Rich with Pinformation May 23rd 2013 ADOTAS (via Edelman Digital) — Pinterest has always been defined [...] more »
- Six Mistakes You’re Making with Landing Pages May 23rd 2013 ADOTAS — Landing pages represent the tipping point for affiliate [...] more »
- Why Cheap Affiliate Management Does Not Work May 23rd 2013 ADOTAS – More often than not, companies that are not [...] more »
- How to Make Lead Exchange Work May 24th 2013
- A Whole New Ballgame: Sports Ticketing in the Connected Age May 24th 2013
- Blogshare: Pinterest, Now Rich with Pinformation May 23rd 2013
- Six Mistakes You’re Making with Landing Pages May 23rd 2013
- Why Cheap Affiliate Management Does Not Work May 23rd 2013
- Digital Account Executive
- Sr Planner- Digital Vendor Marketing
- Business Analyst - IT Operations
- Client Relationship Manager
- Print and Web Manager
- Report: Tremor Video Files for IPO: [...] company’s IPO would draw the strongest response: Tremor Video, Yu.Me or Adap.tv. A staggering
- Report: Tremor Video Files for IPO: [...] Friday, based on a May 9 report from Bloomberg, we conducted a poll asking
- Bob Gordon: Cave Drawings still convey their creators thoughts and ideas...the debate about the effectiveness of display
- Streaming Music Service Payments | Copy Combine Transform: [...] pressure on recorded music value has resulted in a streaming service business model that