“The Sell-Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Jim Spanfeller, CEO of Spanfeller Media Group, a new-age media company.
As the news about the U.S. government’s Prism program attracts full-blown global attention, raising questions about our privacy and our safety, I think it’s a good time to re-examine the ongoing debate around third-party tracking cookies and their value to end users.
I’ve long said that the answer to the online advertiser tracking debate (like many other things in ad tech) hinges on transparency. The population is generally smart enough to decide what is appropriate and what is not. When faced with clear choices, they will almost always let you know what they really want and what they think is right.
In the case of PRISM, of course, transparency is a far more complex issue. The government would have us believe that it needs to keep these programs secret so that our adversaries cannot take countermeasures to overcome these “safeguards.”