SPY ACT's sponsor says bill won't endanger network ad technologies.
H.R. bill 29, a.k.a. the SPY ACT, was never meant to interfere with the serving of third-party ads on Web sites, said a spokesperson for California Rep. Mary Bono, the bill's chief sponsor. She said industry confusion over the interpretation of the SPY ACT's cookies provision may lead the committee examining the bill to clarify it in some way.
The spokesperson, Kimberly Pencille, said the edited bill wouldn't necessarily explicitly exempt cookies, but the section could be "strengthened" or even removed completely.
Many online advertising firms have expressed concern the Bono bill's somewhat vague language means curtains for some technologies that support online advertising. Behavioral targeting, in particular, appears threatened by the bill as it's currently written.
Pastille said the committee now examining the bill wants to ensure it restricts only software that causes a computer to process data. Text and data cookies that support most third-party advertising would not be outlawed. Therefore, Pencille said, the bill wouldn't endanger behavioral targeting and other network advertising technologies.
"The goal of the bill is to protect the consumer," said Pencille. "It's not meant to limit the growth of technology or create a headache for any of these companies."
The federal "Securely Protect Yourself Against Cyber Trespass Act" was first introduced in 2003 as bill HR 2929. It passed overwhelmingly in the House of Representatives in October, 2004, but didn't reach a vote in the Senate before the end of the 108th Congress. Representative Bono reintroduced it to the House early last month.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
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.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
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
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.