Early results from TRUSTe’s privacy-alert icon program show that hardly anybody clicks for more information. The AdChoices icon program from the Digital Advertising Alliance, recently adopted by Yahoo for Europe and Google’s AdSense domestically, alerts consumers to the fact that they are viewing online behavioral-targeted advertising and offers them the options to view what types of data are being collected and to opt-out.
A recent study by DoubleVerify revealed that only .002 percent of the 5 billion ad impressions surveyed resulted in a click-through from the AdChoices icon for more information on the advertising network serving the ad. A mere one percent of those who clicked on the icon for more information on the data being collected decided to opt-out of behavioral targeted advertising.That doesn’t sound like a huge backlash against anonymous data collection. The advertising industry is in show and tell mode for Washington and privacy watch dog organizations anxious to force rapid results on data usage standards.
Search firms, brands and demand-side platforms appear ready to flood consumers’ screens with transparency and data privacy tools that provide a semblance of data ownership but not necessarily consistency in application or levels of data privacy. That inconstant level of efficacy and approach to data makes the AdChoices icon program a kind of paper tiger that probably won’t satisfy Washington’s privacy and Do Not Track enthusiasts, unless more data emerges making it evident that the American public doesn’t really care.According to DoubleVerify, one of the firms which certifies data privacy compliance for the DAA, the AdChoices program is at the core of the industry-wide reform efforts.
“Advertisers (using the AdChoices icon) will be able to quickly show government agencies that they are taking consumer privacy seriously and that they’re doing all they can to provide users with the tools they need to control behavioral targeting,” DoubleVerify CEO Oren Netzer recently told Digiday. “This is an essential step we need to take to get advertisers, networks and publishers on board on a massive scale. Once the entire industry comes together to stand behind a set standards, consumers will feel more informed and in control of their privacy and the government will be satisfied with the industries efforts.”That would work if standards could be universally defined and enforced within the industry.”
Although Microsoft registered its support for the DAA’s ad-options program, Microsoft’s advertising division is still debating the practical applications of that support, and is giving no indication of when, or if, it will fall in line with the totality of the program’s standards.“Our view is that that’s an industry discussion,” Erich Andersen, deputy general counsel for Microsoft, told the WSJ.
“We’re trying to take a leadership role in helping users send a signal of their intention. But the key thing is that a definition of ‘tracking’ needs to happen.” The parameters of consumer choices need to be established as well. The AdChoices opt-out designation will block different types of behavioral-targeted ads, but not all, or most, depending on the network serving the ads.
The fact that AdChoices doesn’t stop all behavioral advertising when a consumer chooses to opt-out is a sticking point with Congress, used by some senators during recent hearings on data privacy to suggest that the industry was unwilling to grant consumers true control over their data.
I met with FTC Chairman Jon Leibowitz as well as other FTC staff,” wrote TRUSTe President Fran Maier in the TRUSTe blog in January. “The clear takeaway is that the FTC is looking for companies to adopt the self-regulatory guidelines. They want to see success and now is the time to act.” The industry acted, but will congress finally applaud or consumers ever really care?
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Member ExclusiveMedia Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.
A new entrant in the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr
As Xandr shuts down its Clypd platform, datafuelX's M3 SaaS product aims to solve some of the multi-currency, multi-platform problems with investing in convergent TV today.