Governments to block behaviourally-targeted online ads
Posted by Lisette García on November 9, 2009 at 12:50 PM
Responding to constituents' resistance to behaviourally-targeted advertising, governments around the globe are considering legislation to block the Internet practise, even as the marketing tool gains momentum, The Agence France-Presse reported today.
Renewed interest in the topic arose as a result of the 31st International Conference of Personal Data and Privacy Protection Commissioners, a three-day media privacy conference held through Friday in Madrid.
Renewed interest in the topic arose as a result of the 31st International Conference of Personal Data and Privacy Protection Commissioners, a three-day media privacy conference held through Friday in Madrid.
Governments themselves appear to be turning to electronic tracking tools for greater behavioural enforcement of the public, according to a U.S. Senate Committee Hearing in 2000 regarding Carnivore, an FBI data-collecting software.
Nevertheless, even as officials attempt to capitalise on the exponential growth of technological capabilities, the nations they represent are reaching consensus on a need to push back commercial efforts to do the same, according to Global Privacy Standards for a Global World, a manifesto signed by many of the conference's attendees.
The tension can only be expected to increase, however, given the statistics at issue. According to a study presented at the International World Wide Web Conference Committee, which met in April also in Spain, the Click-Through Rate (CTR) of an ad can be improved by as much as 670 percent by properly segmenting users in a sponsored search. This means that publishers of online advertising, currently struggling with sinking revenues, are not likely to give up the fight for effective Web marketing anytime soon.
Nevertheless, even as officials attempt to capitalise on the exponential growth of technological capabilities, the nations they represent are reaching consensus on a need to push back commercial efforts to do the same, according to Global Privacy Standards for a Global World, a manifesto signed by many of the conference's attendees.
The tension can only be expected to increase, however, given the statistics at issue. According to a study presented at the International World Wide Web Conference Committee, which met in April also in Spain, the Click-Through Rate (CTR) of an ad can be improved by as much as 670 percent by properly segmenting users in a sponsored search. This means that publishers of online advertising, currently struggling with sinking revenues, are not likely to give up the fight for effective Web marketing anytime soon.
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