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.

CalOPPA currently requires any commercial website or online service that collects personally identifiable information (PII) about California residents to post a privacy policy, identifying the categories of PII that are collected and the categories of third parties the site may share the PII with, and describe how it will notify users about changes to the policy. Once in effect, the amendments will require websites and online services that collect PII to disclose in a privacy policy whether they honor DNT instructions from web browsers, and to disclose whether they allow third parties to track their users. Websites that do not comply with these requirements will be given a warning and 30 days to come into compliance.

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.

The good news for B2B media is that disciplined B2B websites and apps operate under either a controlled circulation model or a paid circulation model.† In doing so, the subscription contract that is articulated in the privacy policy should clearly state that in exchange for access to the siteís content, data and services, the reader agrees to be tracked.† The reader's data will be used to bring buyers and sellers together to build the market that the publisher serves.†

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.†