Posts Tagged: IAB

Keeping safe and social

This
week the IAB hosted an event on ‘How to be safe and social’ to explore
how brands and consumers are protected when engaging in social media. This
follows research from the IAB and ISBA that found that only 55% of UK
brands currently have a social media policy with many also cautious about
the perceived lack of control they face when using social and embarking upon
real-time conversations with consumers.

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Five things to look out for in digital media public policy in 2011

2011 will see our ever-growing appetite for all things digital continue to change and evolve the marketing landscape. As technology keeps pace to meet consumer demand, so the spotlight continues to shine brightly on regulatory and public policy issues, notably privacy. On one front 2011 will be a year of ‘delivery’. But – as ever with this sector – the New Year will introduce further challenges to digital advertising business models.

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Diversity of advertiser solutions means online offers something for everyone

Online advertising in the UK continues to grow, this time to just under £2 billion for the first half of 2010. Exciting, but this growth isn’t the real story. The most interesting thing is that the latest IAB / PwC figures show that digital advertising offers the advertiser a really broad range of advertising solutions – meaning that it can accommodate the needs and objectives of any marketing campaign – from direct response to brand building.

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Five facts about online behavioural or interest-based advertising

Here are five facts about online behavioural or interest based advertising:

FACT 1:

Advertising helps fund a wide range of the content, services and applications online (often overlooked or not understood by policy makers and / or regulators). For example: search engines, helping us to navigate and explore a world of information online (and all at the click of a button), are advertising funded. Customised advertising (for example behavioural or interest based display advertising) seeks to make this more relevant to our interests, helping us to find what we are looking for.

FACT 2:

People prefer this – particularly if it gives them the content and services they want at little or no cost. IAB research found that over half the online UK population would prefer to see more relevant online advertising and an even higher proportion would prefer this if it allows them to enjoy this for little or no cost.

FACT 3:

The advertiser (or its contracted partner) does not know who you are or where you live. Interest based advertising is non-identifiable. If information collected is used with data that can identify you (eg registration data) the user is informed as required by strict data protection law. Good practice requires the provider to make the user aware of any data collection and use for this purpose and also make available ways for users to control this.

FACT 4:

There is no commercially live business in the UK practising behavioural or interest based advertising via (what is known as) deep packet inspection techniques. The Office of Fair Trading (OFT) recently concluded that “in the case of behavioural advertising based on deep packet inspection techniques…the Information Commissioner’s Office (ICO) considers that active opt-in is required to indicate consent”.

FACT 5:

You can also tailor privacy (and other) preferences via the web browser used to access the internet. Here are some helpful user tips.

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Search specialists – where are you?

The IAB’s National Search Marketing Barometer 2010 revealed that 36% of brands struggle to find skilled search staff; does this feel high to you?

With search marketing increasingly being used for brand building (78% said search can build brand either directly or as part of the full user journey) and with budgets set to stay the same or increase over the next year it is vital for every marketer – not just specialists – to understand the importance of search.

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BP search strategy spills over

What do you do when you’re rapidly becoming the most reviled company in the world and are the focus for intense international criticism for your response to an enormous ecological disaster?

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"It is proportionate to focus on improving and supporting self-regulation"

So concluded the Office of Fair Trading’s market study into online targeted advertising and prices, published on 25 May. The 87 page report set out the OFT’s views on targeted advertising, including behavioural advertising, after a six month consultation with business, industry bodies (such as the IAB), consumer groups and other regulators, such as data protection authority, the Information Commissioner’s Office, and communications regulator Ofcom. The IAB welcomed the market study and there was a fair amount of balanced national media coverage such as in the Independent and the Guardian.

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Please try again

As David Cameron stepped inside No 10 last night, the Labour Party website was unable to accept new members – and instead posted a message stating: “A record number of people are trying to join the Labour Party, please try again in five minutes.”

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Broader industry support needed for behavioural advertising

Last week departing New Media Age (NMA) journalist Susie Bearn issued a ‘call to action’ for more players within the digital media sector to sign up to the IAB’s Good Practice Principles on behavioural advertising to give the initiative even greater credibility.

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Why digital advertisers should welcome the extended self-regulatory rules

At the end of last year I wrote about the top priorities for digital media regulation in 2010. One of which was the industry’s extension of the remit of the Advertising Standards Authority (ASA) into new areas of digital media space.

Read more on Why digital advertisers should welcome the extended self-regulatory rules…