Nuts & Bolts: Eye on Privacy
Personally, I think of OBA as another way I can choose to let retailers compete for my business. And, practical rules of the road for competing for that business are laid out by various marketer-facing organizations, including the DMA, IAB and Network Advertising Initiative.
All of these rules are premised on fundamentals that have driven targeted marketing for decades. For example, Article 38 of the DMA’s Guidelines for Ethical Business Practices gives advice to marketers on how to strike the right balance between the efficiency and effectiveness of personalized Web advertising while providing consumers with notice and choice about participating in such programs. The subsection delves into specific topics of data transfers, security and other important considerations that marketers should take into account in any OBA program. Here’s an excerpt:
If your organization operates an online site, you should make your information practices available to visitors in a prominent place on your Web site’s home page or in a place that is easily accessible from the home page. The notice about information practices on your Web site should be easy to find, read, and understand so that a visitor is able to comprehend the scope of the notice. The notice should be available prior to or at the time personally identifiable information is collected.
As a former employee and a current member of DMA, I’m proud to say that the association adopted this self-regulatory practice in 2001. Article 38 can be found easily at http://www.dmaresponsibility.org/Guidelines.
This guideline and similar self-regulation promulgated by IAB and NAI, which is updating its principles at the time of this writing, form the foundation for how marketers can take advantage of behavioral advertising to personalize the Web experience for consumers.
But marketers should not stop there. They also should look to build additional practices and controls that take into account the types of relationships they have with their customers and the specific types of data being leveraged.