What the New IAB Guidelines Mean for Behavioral Targeting

  |  July 7, 2010   |  Comments

More responsibility in the new guidelines could release some of the pressure to impose regulation off of the IAB.

Recently, the Interactive Advertising Bureau (IAB) released the final "Networks & Exchanges Quality Assurance Guidelines," a document that standardizes the information networks and exchanges provide to advertisers, allows more visibility into the inventory being sold, and ensures brands a higher level of safety. While privacy has been widely discussed in regards to behavioral targeting and has gained more notoriety recently in the field of social media, the section of the guidelines that most closely mirrors these concerns is around data disclosure.

The data disclosure section ensures there are contractual agreements in place, with publishers' consent given to aggregate behavioral data for the purposes of using this information for behavioral targeting of advertisers off the publishers' sites. Additionally, the data disclosure section addresses the need to identify data aggregators being utilized prior to the contractual agreement of using the inventory.

The main purpose of the disclosure section is to provide some sort of comfort level regarding a higher level of transparency as to how networks and exchanges should be disclosing data ownership. However, the compliance section ensures only that contracts are in place; it is not specific to what is in the contracts. Advertisers and agencies will still need to inquire further from networks and exchanges to ensure all disclosures are available. The data disclosure section merely recommends this process occur at some point during the planning and buying process, prior to a signed insertion order. By requiring disclosure as part of the RFP (define) and planning process, transparency levels are guaranteed prior to recommendations and commitments being made.

Overall, having more questionable "privacy" concerns identified through compliance could lead to giving more ownership and responsibility to the IAB and other associations that advocate for guidelines and policies such as these. A higher level of formalized positioning and responsibility for the IAB could release some of the on-again, off-again pressure imposed by the Federal Trade Commission to impose regulation.

The document, a long-time collaboration on behalf of many involved parties, has been received as a positive step within the advertising community from publishers, networks, exchanges, advertisers, and agencies, as these same parties were key players with the IAB in the development. Initial compliance (and the findings from compliance disclosure) is essential to help advertisers and agencies begin to create a greater form of distinction between the over 300-plus networks and exchanges.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Amy Manus

As group director of marketing services for Nurun, Amy Manus is responsible for ensuring clients' interactive strategy and objectives translate into targeted, measurable, and successful digital media campaigns.

Amy leads and manages the media team at playing a key role researching and evaluating the digital media landscape, directing clients' innovation and emerging media strategies, inclusive of social media and mobile. She is instrumental in the Nurun's global advertising strategies and development, working with teams in Canada, Europe, and Asia.

Amy is a member of the Interactive Advertising Bureau and the Atlanta Interactive Marketing Association. A native of Cincinnati, Amy received her bachelor's degree in marketing and minor in speech and communications from Clemson University.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...