In a previous blog, I discussed the online advertising industry’s self regulatory efforts that will be implemented this year. A key part of this effort is the introduction of a standard icon to be added to online ads. It will alert web visitors that they are being targeted - behaviorally targeted. The Power "i" icon will be launched on January 27th by the industry's self-regulators, or online advertising trade associations, in response to the controversy regarding behavioral targeting.
The issue with this type of online tracking is the privacy implications. Behavioral targeting is the collection and use of a user’s past online behavior to target them with specific online ads. Congress and regulators are concerned that online consumers are not informed about the variety of information that is being collected, as well as how that information is stored, shared and used for behavioral advertising.
This voluntary effort at self regulation is to prevent stricter regulations from the Federal Trade Commission (FTC) and passage of legislation by Congress regarding the use of online data by advertising networks.
For a comprehensive explanation, you can go to the October 2009 post on this subject:
Online Tracking Regulations to Take Effect Next Year
Or, visit the online advertising industry's self regulation guidelines:
Self Regulatory Principles for Online Behavioral Advertising
You can view the FTC's Staff Report here:
Self-Regulatory Principles For Online Behavioral Advertising
It is hoped that the new standard behavioral advertising icon will become familiar to Internet users in the way other icons have to the public. The icon will be accompanied by a phrase as well. While the exact phrase has not yet been decided, it could be something similar to one of the following:
- Why did I get this ad
- Why this ad
- Interest – based Ad
- Ad choice
When consumers click on the power "i" icon, they will be taken to a web page explaining how the online advertising network used their Internet surfing history and demographic profile to target them with certain ads.
What we don’t know as of yet is whether the consumer will be able to exert any control of what information is collected or how it is used when they visit the power "i" icon-linked Web page.
The icon and associated phrase should begin showing up in online ads sometime this summer. In the meantime, regulators are in a “wait and see” mode as they monitor the industry’s efforts at self regulation.
Only time will tell if the online advertising industry can strike the right balance between the privacy concerns of Internet users and their efforts to better target consumers based on their demographic profile and previous web surfing behaviors.
It is safe to say that, without the pressure of the FTC and congressional hearings on the subject, we would not be seeing these efforts at self regulation.
Continue to refer here for more information and developments regarding online behavioral advertising and possible associated legislation/restrictions....
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