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.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
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.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.