October 11, 2013
Do Not Track Legislation, May be a Good Thing for B2B Media
†I recently read an Outsell Insight about California passing do not track legislation.† Here is an excerpt:
California is set to enact new requirements for commercial website operators, affecting any commercial site, app or online service that any of California's 38 million residents visit. Chances are, with 12% of the US population represented, every US commercial site will be impacted.
Important Details: Last month, the California legislature unanimously passed an amendment to the California Online Privacy Protection Act (CalOPPA), requiring commercial websites to disclose how the site responds to "do not track" (DNT) signals sent by web browsers. California Governor Jerry Brown is expected to sign the legislation, which will go into effect January 1, 2014.
As I watch the evolution of advertisement retargeting and behavioral targeting that is proliferating the market, I canít help but wonder when the public and government will respond?† Most of the targeting is going on through advertising networks and most of the behavioral data is being collected without permission.† The growth of program ad trading based on third party data is rapidly fueling the fire.
California is not waiting.† Although this legislation may have no teeth, it signals a movement to get unauthorized tracking under control.
Services like iProduction manage website controlled circulations, record agreement to privacy policies and collect a great deal of personally identifiable information (PII).† This data is used to score leads, broker those leads to advertisers, traffic targeted advertising and deliver native content to targeted reader groups.†