Industry Group Launches to End Cookie 'Arms Race'

  |  April 26, 2005   |  Comments

Safecount aims to improve relations between consumers worried about privacy and marketers hungry for data.

Agency and research execs have formed a new coalition, called Safecount, to improve relations between consumers worried about privacy and marketers hungry for data. The group aims to support online measurement practices that are safe for -- and embraced by -- consumers.

"It's time for advertisers and researchers to take a leadership role in the development of policies and procedures for safe media measurement," said Cory Treffiletti, a co-founder of the group and the managing director of Carat Interactive's Bay Area office.

Treffiletti and Dynamic Logic President Nick Nyhan are spearheading the development of the group, which hopes to elicit the participation of advertisers, consumer advocacy groups, agencies, research firms, publishers and tech vendors.

Safecount's stated mandate is three-fold: to provide an open forum for the exchange of ideas, to advocate measurement approaches "that are safe for consumers and accurate for advertisers," and to educate consumers and legislators on the benefits of cookies and other online measurement criteria.

The group has set up a site at Safecount.org, with a petition asking people to lend their written support to its mission. Online marketing figures to sign so far include Universal McCann Media Director Brian Monahan, mOne Director of Advanced Analytics Gerard Broussard and Avenue A/Razorfish VP of Media Jeff Lanctot.

"Advertisers and publishers want accountability, not a cold war with consumers, and we need to prevent a technical arms race," said Nyhan.

As its first move, Safecount has signed on as the sponsor of the Network Advertising Initiative's "eCommerce in the Age of Spyware" event, scheduled for May 12 in New York.

In the short term, the coalition will attempt to proactively engage the debate over cookies. But Treffiletti said while cookies are the topic du jour, he expects the group to change along with the issues.

"Down the line, this isn't going to be about cookies," he said. "The [Arbitron] Personal People Meter has the same implications."

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...