Can Technology Solve The Privacy Questions Around Behavioral Advertising?

from the beats-regulations dept

Jim Harper makes a really good point as there's a growing clamor for regulators to step in and legislate around online privacy concerning things like behavioral targeting of advertisements. Before we rush into new laws, let's see if technology can solve the problems, such as Chris Soghoian's new tool to let users add a browser extension that let's them block out all targeted advertising cookies. That doesn't necessarily solve the issue with ISPs selling clickstream tracking, but it does suggest that technology may do a decent job protecting against some of these issues.

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Google's Behavioral Ads Are Just The Start

from the privacy? dept

Google's latest privacy flap emerged this week when it announced its "interest-based" ads, which are behaviorally targeted banner ads based on a user's web-browsing activity. It's nothing particularly new or ground-breaking, and the company was kind enough to give people a way to opt out, but the way the company presented the new system to users was a little odd. It titled its blog post announcing the new system "Making ads more interesting," and it later said, "We believe there is real value to seeing ads about the things that interest you." But are better-targeted ads really something that delivers any benefit to users? The benefit to advertisers and marketers is obvious, but it's hard to see users really caring enough to forfeit some privacy just so they can help out advertisers.

But web browsing is just the tip of the iceberg: lots of marketers are looking at how to take information generated by mobile phones to hit users with targeted ads. They're not talking about the worn-out Starbucks example of hitting people's phones with a coupon when they walk past a store, but building profiles of people based on their travel patterns, favorite applications and web sites, and even gender, age and income information. Again, all of this info given up for the sake of seeing "better" or "more interesting" advertising. That really doesn't benefit the user, so why should they give up -- or be forced to give up -- all of this information?

Carlo Longino is an expert at the Insight Community. To get insight and analysis from Carlo Longino and other experts on challenges your company faces, click here.

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Behavioral Advertisers Try To Come Up With Code Of Conduct Before FTC Writes One For Them

from the self-regulation dept

While the US Congress came down hard on NebuAd for its "behavioral targeting" ad program that would be used by ISPs to track everywhere you surfed and toss up relevant ads based on overall surfing activity, the FTC was a lot more hands-off. Instead, it simply suggested that the industry figure out a way to self-regulate before the FTC felt the need to step in. So, of course, they're now trying to work out guidelines for behavioral advertising. While I tend to be against putting in place gov't regulation where there's no evidence that it's necessary, I always find industries claiming that they'll "self-regulate" amusing. It's hard to see them coming up with guidelines that will satisfy people who believe their privacy is being violated. About the only way to do that would be to make such a service entirely opt-in -- and that seems unlikely (at best).

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Phorm, Apparently Deaf To Consumer Hatred Of Being Spied On, Plans Expansion

from the seriously? dept

Phorm is the highly controversial behavioral advertising firm that teams up with ISPs to spy on your surfing habits and deliver targeted ads. The practice has raised a number of legal challenges and protests from users who were "tested on," without their knowledge. While Phorm has been found to be legal in the UK, its practices have still engendered widespread anger. Yet, the company seems particularly deaf to those concerns, and is talking about plans to expand internationally, despite the fact that similar schemes have run into legal troubles elsewhere. Perhaps before looking to expand internationally, Phorm should work on fixing its business model.

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