Right to reply: Behavioural ads ‘are less intrusive’
- Added:
- Mar 06, 2009
This week, the IAB launched its much-anticipated code of practice for behaviourally targeted ads. Pontus Kristiansson, CEO and co-founder at Avail Intelligence, argues that despite the controversy, targeted ads put the consumer in control.
The Internet Advertising Bureau’s code of practice for behavioural targeted advertising is long overdue and shows that it is finally addressing consumer unease surrounding the issue.
Educating consumers in how their data is used is a step in the right direction. It will go a long way towards alleviating an uncomfortable sense that ‘Big Brother is watching’ and provide much needed reassurance that personal integrity issues are being taken seriously.
More control from the consumer will not herald the decline of behavioural merchandising. Instead, it will fuel its success by building on trust. Ads will no longer be viewed as an intrusive nuisance – as viewers will have elected to receive them. This will help to persuade people of the value of tailored information as means of avoiding less relevant and intrusive advertising.
It is important to educate consumers about behavioural marketing, to show that marketing is tailored using anonymous site visitor identification. Consumers’ privacy concerns must be addressed, by avoiding the use of personally identifiable information to target individuals.
Targeted marketing allows consumers to remain in control of their online information. By using information generated by shoppers when they visit a site related to the items they displayed an interest in, marketers can adopt a less intrusive, yet no less effective approach to advertising.
By Pontus Kristiansson
CEO and co-founder
Avail Intelligence
