Online behavioral targeting and consumer privacy issues essay

And in that gap lies a dilemma for the marketing and media industries - and, indeed, for all citizens. For if fear overtakes reality, it could dramatically limit the accessibility and diversity of the Web. A growing chorus of activists wants to tightly control online behavioral marketing, on the presumption that it compromises Internet users' privacy. Because interactive ads are built, delivered, and measured via a support structure of conjoined specialist organizations, these privacy-protection recommendations seek to regulate "advertising networks" and "third party entities" involved in online media.

Online behavioral targeting and consumer privacy issues essay

The in-ad AdChoices icons that signal a display unit use behavioral targeting to find that consumers seem unwieldy on diminutive mobile ads.

Online behavioral targeting and consumer privacy issues essay

The number of app, banner and operating system platforms on which a reliable opt-out system must ork is daunting -- even in the world of complex demand-side platforms and real-time targeting. But cross-platform retargeting ad platform Tapad has partnered with Evidon to start looking for a solution.

Evidon is one of the early developers of notification and opt-out systems that comply with the requirements of the Digital Advertising Alliance program, a self-regulatory regimen led by a collation of online and offline advertising and business associations.

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In this agreement, Tapad will partner with Evidon to develop ways to notify mobile users of the presence of behavioral targeting on an ad and offering opt-out procedures.

Tapad is a multi-screen ad platform that serves retargeting campaigns onto the Web and mobile, as well as connected TVs. Evidon CEO Scott Meyer says this is the first time a mobile retargeter has been ready to implement the icons and opt-out procedures on mobile platforms across multiple screens.

With ad inventory and users moving across iOS and Android operating systems as well as the mobile Web, both targeting and privacy protection become orders of magnitude more involved than they are on the desktop Web. Tapad CEO Are Traasdahl says that ad targeting on mobile traditionally has been contextual, but tracking technologies now allow for re-targeting and behavioral targeting campaigns to get scale.

But he insists behavioral targeting at scale is occurring. The sheer size of the ad banner on mobile screens presents a challenge for placing a usable AdChoices icon.

Traasdahl says that the familiar blue icon can fit on a mobile ad unit and can be tapped independently of the ad creative itself in order to click through to information about its targeting. The policy and legislative debates over digital privacy have largely taken place around the Web in recent years.

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The DAA was an attempt by the advertising industry to regulate its own online notice and opt-out practices sufficiently to preempt legal or regulatory controls on the ad industry. The mobile wing of the digital world is only beginning to develop approaches for alerting users when behavioral targeting is being used in order to expose them to an ad and to offer standard opt-out procedures.

Online behavioral targeting and consumer privacy issues essay

In late October, the Mobile Marketing Association invited comment on a policy on how to handle privacy issues in mobile apps. Longtime online privacy certification provider Truste recently extended its certification services to mobile and offered to provide free privacy policy statements to mobile app developers and publishers.Abstract: “We study consumer privacy choice in the context of online display advertising, where advertisers track consumers’ browsing to improve ad targeting.

In , the American ad industry implemented a self-regulation mechanism that overlaid ‘AdChoices’ icons on ads, which consumers could click to opt out of online behavioral.

Online behavioral targeting is the process of tracking online users’ behavior and serving ads tailored to that behavior.

While the methods vary, the primary methods used online are cookie-based, conveying to advertisers web pages a user visits. likely settle many ethical issues surrounding privacy and targeting children, but likely not confront the issue of selling large databases with many consumers' and businesses' personal information.

A consumer can click on the icon—a blue arrow with the letter "i" at its center—to learn more about behavioral targeting and the participating company's data collection and use practices, with. 1 Consumer Reactions to Online Behavioral Tracking and Targeting Pamela L. Alreck and Robert B. Settle Franklin P.


Perdue School of Business Salisbury University, Salisbury, Maryland USA. The groups, which include Consumer's Union, the Electronic Frontier Foundation, Center for Digital Democracy and U.S.

PIRG say the rampant data collection online invades people's privacy.

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