van-der-kooi

Microsoft Exec Prods Ad Industry Over Consumer Privacy

  |  March 1, 2011   |  Comments

Rik van der Kooi says giving consumers control over data collected about online activities could be a smart business move.

van-der-kooiPalm 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.

 

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

ABOUT THE AUTHOR

Anna Maria Virzi

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...