The New York Times’ Stephanie Clifford looks at recent initiatives to overcome privacy regulation efforts in the online ad industry in “Industry Tightens Its Standards for Tracking Web Surfers.” The article coincides with a new industry report called “Self-Regulatory Principles for Online Behavioral Advertising” and sponsored by the following acronyms: IAB, DMA, AAAA, ANA, and BBB. The 4A’s release is here or download the Network Advertising Initiative press release here to learn more about the industry perspective.
Clifford remarks on the new industry guidelines:
“In one big change, the report instructs members to provide notice, either in an ad or on a Web site (rather than hidden in the privacy policy), that behavioral information is being collected.”
From the Triggit blog, Zach Coelius chimes in on the implications of the new initiative if it doesn’t succeed:
“What this means for the internet is a lot more significant than most people understand. Without the ability to use data about customers to enhance targeting, marketers will not be able to pay as much for ads as we currently do.”
ContextWeb has a two-part interview with Omnicom Media Group’s CEO Matt Spiegel (part 1 and part 2). This is the first in a series of interviews with panelists from ContextWeb’s upcoming, July 14 event “Agency Demand Platforms: Art vs. Science in a Real-Time World” with Wenda Harris Millard.
David Koretz writes in MediaPost that “The top 100 publishers collectively generate 2,000% more page views than Google, yet less total revenue.” Speaking to publishers, the article entitled, “Cheating Your Way To The Bottom” lists what Koretz considers “terrible” misconceptions in the online ad industry.
Lookery’s Scott Rafer reveals key learnings from his VC interactions over the years as well as what the Lookery SWOT chart is looking like these days on the Lookery blog. Rafer writes:
“The punchline on SWOT for Lookery in 2009 is to build on the unique strengths of our system putting priority on relationship depth and interconnectedness. We want to be our customers’ profile hosting and delivery system — and the one they want their partners to use.”
Galen Moore of Mass High Tech Business News covers three Boston-area companies involved in advertising-as-a-consumer-service business models: OwnerIQ, ScanScout and ChoiceStream. According to Moore, these businesses “believe they can increase that rate of growth by making online ads so relevant that users will look at them as a service,” or, in other words, removing the friction in advertising through the power of media optimization. (source: @mattgreitzer)
eMarketer provides a roll-up on the state of online brand measurement. The report says that it tries to answer the question, “Do marketers have the metrics they need to connect the dots—both within online platforms and between online and offline media?” By including offline and online, the answer has to be “no.” But, check it out for yourself.
PricewaterhouseCoopers has offered an estimate at ad spending in the Europe, Middle East and Africa region saying that overall spend will increase from $19.4 billion to $25.2 billion in 2013 . According to AdAge the report says “display will decline over the next two years but start growing again in 2011.”
