Consortium hopes to target ad standards
February 14th, 2008 by Thomas
A new coalition to consider targeted advertising standards has been proposed. The alliance is to meet in March at the Behavioural Targeting Standards Consortium in Hollywood and discuss proposals that could re-shape the online marketing industry. “There is a growing need for greater transparency on what data is being used, how it is being used and by whom,” said Jeff Hirsch, chief revenue officer of organisers, Revenue Science. He explained the technology used in the industry has confused both marketers and their audiences. “With over 48 networks now claiming some degree of behavioral targeting capabilities, our industry’s challenge is to define behavioral targeting segments that help advertisers better understand what they are buying.” Most industry members have responded positively to the proposals, however Click Z has reported one saying: “I don’t think one ad network in any industry with dozens if not hundreds of ad networks, can declare a standard.” Two industry groups already exist to provide guidance, the Network Advertising Initiative (NAI) and the Interactive Advertising Bureau (IAB).
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