Nuts & Bolts - Eye on Privacy: This Is Huge!
The breadth of this impressive assemblage of advertising interests means that for the first time since the dawn of online behavioral advertising more than a decade ago, advertisers, marketers, agencies, technology and data providers, search engines, ISPs, portals, and online publishers all have committed to follow the same self-regulatory rules.
The implications of the new ecosystemwide self-regulatory principles are that negotiations, insertion orders, contracts, etc., are more frictionless. These principles also promise consumers more prominent and more consistent notice and choice.
At the time of this writing, working groups at the IAB and NAI (who applauded the release of the principles) are developing standards for how to implement the "enhanced notice" and other features of the principles. Meanwhile, the DMA and BBB are working on enforcement regimes that are expected to be implemented in early 2010.
What are some of the things we might expect to see from these implementation efforts? Some of the enhanced notice working groups are beginning to develop protocols for in-context notice—that is notice in or around the advertisement. These groups are making progress on how this would interact with the ad itself as an overlay, as well as how best to work with publishers who are interested in supporting enhanced notice.
It is too early to tell how the implementation of these self- regulatory principles will manifest themselves. But it is encouraging that the conversations are occurring and continue to move forward at a brisk pace.
This briskness suggests to me the vast scale of unanimity throughout the ecosystem to support this self-regulatory effort. These cross-industry principles were released within five months of the FTC's views, so the pace of change also underscores the two key benefits of self-regulation in an infant-and-still-evolving medium: speed and flexibility.