Online advertisers may not know you, but based on your browsing habits they have a pretty clear picture. The industry’s now noted our complaints and hopes to make targeted ads more transparent, but is it enough?
Two guys are enjoying a beer in a bar. A few feet along is a gorgeous brunette. One guy says to the other, βI reckon sheβd let you buy her a drinkβ, the other, βWhat? How come?β The guy nods knowingly, βI know a fair bit about her, sheβs got a partner but could be tempted elsewhere β youβre definitely her type.β
βInterestingβ, says the other, βTell me more.β
βWell, where do I start? Sheβs just been to the South of France and she loves her French cuisine β wine and dine her at that little Primrose Hill bistro β itβs her favourite, not the mussels though, sheβs allergic. Drop into the conversation that youβre a gardener, sing opera and love any rom-com and sheβll be all yours.β
βRight, thanks – Iβm off! Oh yeah? Whatβs her name?β
βNo idea! Why would I know that? Thatβs personal data!β
The joke’s on you
Yes. Iβm a lawyer β so maybe Iβm the only one smirking at the punchline! But I do think this joke illustrates the absurd double standards that are taking place in the online world.
All this information and more is being collected about you as you journey through the web β your likes and dislikes, online purchases, movie ratings, even where you go. This means that companies, like our guy at the bar, get to know yourΒ most in-depth personal information.
But as the data they collect is nameless and faceless, the industry’s claiming that it doesnβt fall within the definition of βpersonal dataβ. This means it’s beyond the grips of our Data Protection Act, which would otherwise control its collection, use and retention.
Behavioural advertising and you
Ad networks are the backbone of this lucrative and growing industry and they’re making a mint from your data. Knowing your βbehavioural profileβ means that far more relevant ads could potentially come your way.
This isnβt necessarily a bad thing. When we asked over 1,000 members of the public – 54% said theyβd prefer to receive relevant ads online. However, we don’t think that this should be going on behind-the-scenes β you need to be given a choice about whether you want targeted ads or not. βTransparency and Choiceβ is our mantra.
Is the industry doing enough?
After 10 years or so of serving up targeted ads to an unaware audience, the industry is finally beginning to get its act together.
Their answer is www.youronlinechoices.com. A site put together by the Internet Advertising Bureau (IAB, and note it’s industry funded) which gives consumers the opportunity to opt-out of those networks that have signed up to IABβs βGood Practice Principlesβ. Any ads served by those networks should also have a logo in their corner which you can click on to opt-out.
It’s a step in the right direction but still a long way from providing full transparency and choice. The important questions seem to be left unanswered. Exactly what information is being collected? What data is it matched with? What is done with it? Who is it given to? How long is it kept for? What other technologies are used? And what networks havenβt signed up?
We’ve responded to IAB with our thoughts and Iβll be in Brussels next month highlighting our concerns to the European Commission. Do you think YourOnlineChoices.com is good enough, or should the industry do more to inform us and let us opt-out of behavioural advertising?