Barcelona is slowly starting to recover from another amazing Mobile World Congress. The stands are coming down, the bars are still counting their takings and the Catalans can start to use their 3G network again.
Read more on Mobile World Congress 2012 – the IAB’s ten top takeaways…
X-Factor’s Stacey Solomon isn’t the most obvious person you’d expect to appear at a conference promoting the importance of digital inclusion. However as Martha Lane Fox explained at this year’s National Digital Inclusion conference (ND11), the logic of the choice was that she is currently focusing on encouraging existing partners to work together “in a creative way to do surprising things”. Read more on The need for speed…
New advertising techniques – such as online behavioural advertising – require the trust and confidence of consumers, industry, regulators and policy-makers to be successful. Our digital economy depends on it. In March 2009, IAB UK launched its Good Practice Principles aimed at providing notice, choice and education for consumers. The Principles were complemented by a website where consumers could find out more about behavoural advertising, how privacy is protected and – if they wanted to – to turn it off. This week sees the launch of a pan-European initiative – building on the Good Practice Principles – aimed at enhancing transparency and consumer control for this technique. Read more on Enhanced Transparency and Consumer Control in Online Behavioural Advertising…
Here are five facts about online behavioural or interest based advertising:
Advertising helps fund a wide range of the content, services and applications online (often overlooked or not understood by policy makers and / or regulators). For example: search engines, helping us to navigate and explore a world of information online (and all at the click of a button), are advertising funded. Customised advertising (for example behavioural or interest based display advertising) seeks to make this more relevant to our interests, helping us to find what we are looking for.
People prefer this – particularly if it gives them the content and services they want at little or no cost. IAB research found that over half the online UK population would prefer to see more relevant online advertising and an even higher proportion would prefer this if it allows them to enjoy this for little or no cost.
The advertiser (or its contracted partner) does not know who you are or where you live. Interest based advertising is non-identifiable. If information collected is used with data that can identify you (eg registration data) the user is informed as required by strict data protection law. Good practice requires the provider to make the user aware of any data collection and use for this purpose and also make available ways for users to control this.
There is no commercially live business in the UK practising behavioural or interest based advertising via (what is known as) deep packet inspection techniques. The Office of Fair Trading (OFT) recently concluded that “in the case of behavioural advertising based on deep packet inspection techniques…the Information Commissioner’s Office (ICO) considers that active opt-in is required to indicate consent”.
You can also tailor privacy (and other) preferences via the web browser used to access the internet. Here are some helpful user tips.
Read more on Five facts about online behavioural or interest-based advertising…
The IAB’s National Search Marketing Barometer 2010 revealed that 36% of brands struggle to find skilled search staff; does this feel high to you?
With search marketing increasingly being used for brand building (78% said search can build brand either directly or as part of the full user journey) and with budgets set to stay the same or increase over the next year it is vital for every marketer – not just specialists – to understand the importance of search.
Read more on Search specialists – where are you?…
What do you do when you’re rapidly becoming the most reviled company in the world and are the focus for intense international criticism for your response to an enormous ecological disaster?
Read more on BP search strategy spills over…