Online Advertising Privacy Regulation: In It To Spin It! http://ht.ly/5yjW7 about Quantcast’s free privacy online icon
AdAge is talking about the release of the free privacy online icon to smaller companies, not just the license of them to large companies. The icon allows users to opt-out of behavioral targeting. Here’s what the icon looks like:
Open or Closed
It’s not black and white but if it were, there would be ‘open’ people, and there would be ‘closed’ people with regard to behavior online.
Open: Yes, pay attention to my behavior so I don’t receive irrelevant ads. Oooh, horseback riding just a couple of miles away!
Closed: I do not want you to track anything I do online. And, stop sending me stupid ads! (?)
Open: Remember me. I’m terrible at remembering passwords and I sign up for a lot of stuff because I love the Internet.
Closed: Do not save or cookie any information of mine. Hey why do I have to fill out this form again! (?)
Open: Online privacy controls are fine, but allow me to hand the keys over to the Digital Advertising Alliance or FTC. Innocent until proven guilty. I have little to hide.
Closed: I demand online privacy controls, um I have no idea how to use them exactly, what does this lever do? (?)
My point is, smart people are making legislation in 2012 to give you closed people options, for your protection. But, you are wearing swimming earplugs to the fire hydrant party, it’s underkill.
You know how when a police car rides up behind you arbitrarily, though you are doing nothing wrong, he’s like a yellow jacket flying around your picnic sandwich, your heart rate increases, and you wish he’d leave? On the other hand, when the neighbors are fighting in the middle of the night and it sounds like are going to kill each other, when you see those red and blue flashing lights you feel safe and happy they are there?
That’s my policy. The government has every right (and responsibility) to protect you. You, as well, should have every right to opt out of that. Me? My policy is be careful with my money, and separate my spam from my important email, but other than that, I fall hard into the ‘open’ category. Here is a Klout.com list you can follow of others I find ‘open’ on Twitter:
(…and by the way, I’m open to suggestions to that list. Because I’m open. You get it.)
Either way, as usual, expect growth in online ad spending in the upcoming years:
Because as web sites, blogs, magazines, promotions and more expand online, so does the advertising landscape:
The biggest activity (behavior) we take part in online (beside perhaps the one-handed 30-second rewind ~ meow!) is search. Here is where you’ll see most of the digital advertising:
I Hate Shopping
An estimated that 30% of online digital ads ($28.5 billion) in the U.S. use behavioral tracking, says AdAge. I want my advertisers to know me, what I like, and how I act. Maybe I’m lacking the old-fashioned gene that makes people drive to a store and walk around looking on the racks and shelves for supplies. It just feels a bit Little House on the Prairie to me.
Online recommendations (live or culled), stylists and catalogs with fun interactivity and social sharing sounds better. Webvan is gone but did you notice Safeway has taken it back up?
This afternoon I received a message from a Facebook friend (not a ‘real’ friend, I’ve never met this person.) It was an invite to become a fan of a Facebook page for Target (or a Target affiliate.) I’m not against fanning, but some fan pages on Facebook are misleading and in fact, can quickly and easily damage your reputation with the social network you’ve built up.
Here is the invite, it sounds pretty good, right?
Of course it does. I can’t leave Target without spending over $80.00, so this would come in handy for me. I am the target demographic. Mother, with little time need an all-in-one stop, bargain shopping consumer. So far, so good. Clicking through, with faith, I see deeper.
I am trusting. Too trusting. I click the button that says “Become a Fan”, thinking already about how I will be spending the $500.00. Then, ….the gotcha!
Now the stipulation is revealed. “IMPORTANT: If you do not invite all of your friends you may not be eligible.” With several hundred friends (I respect) on Facebook, I would be weary of sending them this invite. How horrible to have them feel the same feeling I just did, and associate that feeling with my name, my company, my brand, my product and so on. Clicking Step 1 made me a fan, so I will have to go unfan the page now.
Careful what you click. As far as I’m concerned, whoever started that Fan page owes me $80.00 for my help in pointing out poor business practices surrounding them.
Careful what you click.