What about AOL?
iMedia: AOL has recently begun offering users a way to opt out of tracking. If enough major players follow suit, won't this effectively create a DNT list?
Tien: That's hard to say. EFF would like to see industry take responsibility, but it really hasn't happened. We certainly don't claim that the DNT list is a panacea. The point is to recognize that there's a problem and think seriously and sincerely about how to solve it. I'd like to see industry come up with an opt-in approach, because opt-out approaches put the burden of action on the consumer. We know that's a downside of the DNT list.
Zaneis: AOL is just one of many companies that have been progressive in the area of privacy protections, and we applaud these moves. Allowing the industry to compete on privacy will stimulate innovation, resulting in even greater availability of free content, services and choice for consumers. A DNT list would undermine this innovation.
Is BT getting a fair shake?
iMedia: A lot of marketers seem to think that tracking gets a bad reputation in the press -- mostly because of a few bad apples. Would a Do-Not-Track list put an unfair burden on many marketers?
Tien: I start from the premise that tracking is bad for privacy, so I don't see how it's unfair to those who want to track to at least get your consent. (And I'm not saying that consent answers all the privacy issues, either.)
iMedia: What should marketers be doing to communicate the overall benefits of BT to internet users?
Zaneis: Marketers, web publishers, ad networks and the major portals are all effectively communicating their BT practices through their privacy policies. Outside of that, the proof is in the pudding based on the growth of the internet and ecommerce from the numbers cited above. In addition, IAB is leading the charge in educating the general public on the value of the ad-supported internet and how effective industry best practices have been to provide consumers with a clear understanding of how BT works online. IAB recently launched a major educational campaign in this area.
What now?
The EFF has urged the online advertising industry to get behind a DNT list. The lists' backers have provided their proposal here.
In the meantime, the IAB has its own idea.
iMedia: There's a lot of talk about possible regulation and even FTC investigations into online marketing practices. What should marketers do right now to prepare for possible changes in the way they do business?
Zaneis: BT has been going on for a hundred years offline and for over a decade online, so the privacy challenges are nothing new. The good news is that industry has proactively implemented strong self-regulatory programs that govern information collection practices online. However, we recognized the need to periodically review these programs, which the industry is currently doing. IAB recently constituted a Policy Development Task Force to review industry privacy best practices. We are likely to issue a number of updated principles early next year.
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Michael Estrin is associate editor at iMediaConnection. Read full bio.
