In response, the IAB ((Internet Advertising Bureau) organized the “”Privacy Matters” campaign to address these fast growing concerns. Essentially, the campaign is a proactive attempt to influence consumer perception, if not protect revenue. The campaign features a series of snippy ads that play upon wide-spread consumer beliefs. The ads direct users to an informative micro-site designed to educate, which is not a bad approach. (Side note: You have to figure privacy groups are double-and-triple checking the site because what’s accepted as “truth” is certainly not universal. But that’s a blog post for another day.) Not surprisingly, a number of well-known media properties including Disney Interactive, AOL, Microsoft, Google, Yahoo, CBS Interactive, and 24/7 Real Media donated campaign impressions-roughly 500 million in total. Based on CTR and media buzz the campaign has been at best effective and at worst attention grabbing.
Privacy Matters Ad: (Static and Rollover)
Media Professional Alex: “Online targeting data is exciting and a breakthrough. Just think of the ROI and engagement possibilities. What is the big worry? Targeting data improves context and makes ads more useful to consumers. Data is not being used to “stalk” people. These are professional programs, not dangers. “Targeted advertising” has existed for years anyways. People increasingly share personal information over Facebook/Twitter/etc. So what is the big fuss over some cookies? Nothing is wrong with gathering and using data intelligently. The results are a better user-experience, not rights violations. People are clicking and responding. They can’t be that bothered right? Actions speak loudest. People will eventually see no harm is done. They will get over their concerns once they understand. Relevance means engagement, engagement means clicks, and clicks mean dollars. Bottom-line.”
Concerned Consumer Alex: “Wow “they” sure know a lot about me. Makes me feel anxious. How do “they” know I need a flight to LA and my location? And most importantly, who exactly, is “THEY?” I’d call the police if someone followed me around collecting data in real life. People can’t just snoop through my belongings, but my cookies are free to analyze? I choose to share my information on Facebook and Twitter. I know their policies. I don’t choose to share my IP address or browser history. It’s my information. I own it. How much control do I have? Can the data be pieced together? This information better not be used against me and it definitely should not be used for reasons other than advertising. What does this mean for the future? Yup, in corporate disguise, Big Brother is watching.”
So there we go. Conflicting opinions. Semi-competing interests. Complicated subject matter. Lots of grey area and lots of room for debate. New technologies. New media landscape. New regulations. New opportunities. Something to closely monitor for sure. Thoughts anyone? One of me will probably agree with you.
-Alex Chiulli
One Comment
About ten years ago my family purchased a camping trailer. I had inherited some money and I purchased many items on my credit card to furnish our new “home” such as towels, kitchen items, bedding, small TV and so on knowing I would pay it off that month. At the end of the year I received a summary of all my purchases and a note from the credit card company telling me my purchases were unnecessary and frivolous. I changed credit card companies that day but I have felt since then that there is no such thing as privacy when shopping in a store or online. Advertising and marketing targeted ads benefit seller first then may be helpful to the consumer. It is a bonus to the consumer if they want help researching products and presumptuous in that targeted ads do not know your actual circumstances. I guess it is sort of like the ideas behind basic gift giving when we buy holiday gifts for another person. Our intent is good…”from what I know about you, here is something I choose you may like”. Yet self serving and creepy…”since I bought you something you like that means I really know you and you should now love me because of it.” But a gift is just a gift, not an obligation and even though advertisers can target us we must be aware of their intentions and not be fooled into thinking they want us to buy something because they have our very best interest at heart. Ads gently reminding us of this fact restore my faith in companies that they may care a little tiny bit about the actual people they are targeting.