Rik van der Kooi says giving consumers control over data collected about online activities could be a smart business move.
Palm Springs, CA-- A Microsoft advertising executive said Monday that consumers should be given more control over data about their online activities.
"Data gets bartered, traded, corralled, bought, sold and used in a myriad of different ways without one central actor being part of the conversation - and that is the user," said Rik van der Kooi, corporate VP, advertiser and publisher solutions group at Microsoft, during the Interactive Advertising Bureau's annual leadership meeting.
"We live in an age of digital feudalism. All value is accrued to the lords of the manor," he said, quoting another executive.
Van der Kooi said businesses stand to benefit if they empower consumers – and let them know what information is collected about their website activities and how it's being sold or exchanged. By doing this, businesses could earn a consumer's trust – and a consumer might decide to share even more information with a brand.
He said the IAB's decision to adopt a code of conduct is a good step forward, but the ad industry must continue to evaluate and update the code as technologies and online consumer behaviors evolve.
Three months ago, Microsoft said its new browser, IE 9, would enable consumers to limit the ability of third parties such as advertising companies and analytics providers to track users' online behavior.
Some federal legislators are pushing for the passage of a do-not-track law that would give consumers a way to easily opt out of receiving behavioral targeted ads.
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Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
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