FTC Aims to Curb Behavioral Online Ad Tracking
Written on December 4, 2010 at 1:24 pm, by admin
Similar to “Do Not Call”, we may have the option for “Do Not Track” in the future. It would require an act of Congress to pass, but if would effectively work within browsers such as Internet Explorer (IE) and Firefox.
How effective could this be? According to a Senior VP of Interactive Advertising Bureau (IAB), “you cannot turn off data sharing online” and that the “consumer experience would be severely diminished” without the benefits of their tracking third party cookies. At CarbonFoot Interactive we are often challenged with web analytics reporting that sometime does not match up with other vendor reports on click-throughs, web traffic and other important key performance metrics. This is because some computer users do already prohibit third-party cookie tracking and that makes digital marketing and reporting more difficult.
Disclosure would serve to address the privacy concerns, but that can interfere with your user experience, but having an ‘opt-out’ mechanism that is easy to use may be the answer.The FTC’s new incoming Chief Technologist Edward Felton said the system would have to offer “comprehensive opt-out”. The reason is that while “Do Not Call” registry uses a unique telephone number, “Do Not Track” registry cannot depend on a unique identifier because IP addresses and other internet IDs are often times changing.
TACO, is a new Firefox plugin that enables users to opt-out of tracking programs. So too does Google offer an ‘Ads Preferences Manager’, where you can adjust your privacy settings.
For the amount of time US netizens spend online, behavioral targeting can dramatically enhance a user experience – and most certainly the digital marketing return-on-investment for companies leveraging web marketing services. Stay tuned…
Category SEM | Tags: Do Not Track,Firefox - TACO,FTC,IAB,Third-Party Cookies
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