News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Ad targeting: IAB launches their first-ever consumer education campaign
Last year, research discovered that consumers found ad targeting "creepy". This week, the Interactive Advertising Bureau launched its first-ever campaign aimed at the public to educate consumers about the workings and benefits of targeted online advertising.
When Harris Research polled U.S. consumers as to their views on targeted advertising, many said they felt uncomfortable when online content or advertising was obviously targeted at them.
"What happens is people suddenly realize they've put out enough personal information to get served with a targeted advertisement, and the Web makes the transition from convenience to creepiness," said Colin McKay, of the Office of the Privacy Commissioner of Canada in Ottawa.
The Interactive Advertising Bureau aims to educate "nearly every online American" about how they are tracked and targeted online so as to assuage consumer fears and concerns. To this end their "Privacy Matters" campaign was developed and rolled out this week.
"The 'Privacy Matters' campaign and website is an example of how the IAB is taking a leadership role in communicating with consumers in plain English about how to manage their privacy online and providing them with the resources to do it," said Randall Rothenberg, President and CEO, IAB, in this week's announcement.
As part of the campaign a dedicated area on the main IAB website has been set up to explain to consumers how online marketers track and mine online data. Visitors are encouraged to discuss their views on the topics covered in a specially set up forum.
In addition, the IAB has commitments of more than 500 million online advertising impressions that will run through 2010, with the goal being at least 1 billion impressions served.
"What's most impressive about this campaign is that the media partners and agencies involved in this effort donated their time and resources for free--a testament to their collective commitment to our work to protect consumers and allow digital media to keep transforming the way consumers experience entertainment and information," said Rothenberg.
- Pinterest introduces new search tool to attract men to the network
- Study: Dirty Data a problem for marketers
- Top 3 things consumers really want from brands
- Surveys: Why social, mobile might rule the Super Bowl
- How new data collection techniques may impact your business
- Photographs among Brits' most treasured possessions
- Restaurant tech can leave servers more time to focus on dining experience
- NRF forecasts bigger spending this Valentine's Day
Featured White Papers
- 6 Blueprints for Social Network Success
The Big 6 social networks offer tremendous marketing opportunites--and each one is very different. That's why Spredfast has assembled our...
- CRM's Dirty Little Secret: How to Avoid CRM Sticker Shock
The way companies use and pay for customer relationship management software has changed significantly over the past decade. Moving from...