Knowing that I work in online advertising, my mom is constantly calling to ask me about random ads she receives when she is browsing online. Mom, like the average consumer, might understand that an ad has been served to her based on specific information, characteristics, or behavior, but she definitely doesn't understand how or why. Why should she? It's not her responsibility to cater to advertisers; she is the consumer -- the coveted audience that major brands are vying to please. We owe her respect and trustworthy practices in exchange for her business. But how can we communicate the real facts to her in a straightforward manner she can understand and trust? What resources can we provide for her to make her feel safe online, and empowered to control her own advertising experience?
Providing education and gauging consumer perceptions are Herculean tasks considering the sheer size of the audience, the complexities of the ad delivery chain, and the fact that most aren't interested in digging into the issue any deeper. From an insider's perspective, we know that targeted advertising can create a rich and relevant user experience and that the object of the practice is not to profile specific people and invade their personal privacy. We know there are nuances to data gathering and use practices and most targeting firms safeguard personal information as a matter of process. But from a consumer's perspective, targeting just sounds creepy. And that's really all they need to hear to be turned off by the idea and to start clearing cookies and writing nasty Facebook posts. We need to proactively combat this by providing upfront notice about ads that are being targeted, and why, to bring the issue into the open and begin a dialogue with consumers.
Regulation can help
The discussion around necessary steps to protect consumer privacy has been ongoing for years but has particularly heightened in alignment with the rise in popularity of targeted advertising. The marketers, the FTC, the targeting firms, the industry organizations -- they all have their idea of how best to protect consumers, because ultimately, it is in everyone's best interests to maintain a trustworthy and mutually beneficial relationship.
Regulations and legislation can, in fact, protect consumers without harming the industry. Recently we've seen the developments of the Online Behavioral Advertising (OBA) principles and a flurry of activity within the industry and in Washington. Although the legislation from Virginia Congressman Rick Boucher is in discussion draft form and expected to change, it shines a light on the need for a consumer-focused solution. Boucher's proposal is a smart starting point and a great opportunity for our industry. But, while Mom and every other consumer might appreciate the fact that the "industry," the "government," and "lawmakers" are taking steps to help protect their privacy online, "data" is not an information point; data is people. Data is mom, and data is me, and data is you. And, until we can control our data, the solutions proposed are a step in the right direction but do not go far enough.
It's not just the government's responsibility -- it's ours
Openness, transparency, and continuous dialogue have to become the industry's modus operandi from now on if we are to actually gain consumer trust. And every marketer needs to be doing his or her part now. Join industry organizations and get involved in those conversations as a start, but also make sure you're implementing open communication channels and mechanisms with your own consumer base as well. Fix things that need fixing, and start talking with, not at, your consumers. Implement the industry standards -- and do so in a way the puts the consumer first. Don't look for the loopholes. The consequences if you fail to engage are clear -- a continued decline in consumers' trust in your brand.
A consumer-focused solution
Consumers might have negative feelings about the general idea of "being targeted," but they still like to enjoy the discount offers and practical information that comes with it, not to mention the benefit of getting online content for free. However, they feel powerless that the internet has become a place where they must provide information about themselves for the sake of necessity and convenience, but without insight or control over where that information then goes or how it is used. They need to be empowered to protect themselves and to feel safe online, and marketers can provide the tools to do that.
So, if you want to earn Mom's trust and business, introduce yourself politely and tell her a little about yourself. But if you really want to keep her coming back, take it a step further and give her the option to engage with you again on her terms, whether it's more or less frequent visits or more toned-down communication. She, like most consumers, needs easily recognizable and trustworthy tools that she can easily use to dictate her advertising experience. A control mechanism that offers the capability of opting into and out of advertising from specific brands and categories empowers consumers to say what they want and what they don't. And consumers are wary of clicking on just anything, especially something that requires them to enter their information, so it's important that such a tool be verified by trusted third parties.
Here's how it should go. Mom helped plan your sister's wedding and did a lot of online research, but the wedding was three months ago -- and she's still getting ads for florists and cake decorators on almost every website she visits. But in the corner of an ad from Calyx and Corolla, she spies a small icon that says, "Why did I receive this ad?" She recognizes the icon and clicks on it to find out more information. She finds out she is being served the ad because she visited the local florist finder on TheKnot.com. She is then able to open up her own preference dashboard and opt out of not just ads from that particular florist, but also out of ads from bakeries, caterers, bridal shops, etc., because they are no longer relevant to her. And in the future, when she sees that icon, she can go back to her preference center and dictate the brands and categories of ads she wants to receive, and those she doesn't. It becomes second nature to her, and from then on, her advertising experience is in her own hands.
Putting control back into the hands of the consumers and providing them with meaningful choice will be essential in finding a solution that works for all parties involved in this issue. So, when it comes to doing your part for consumer privacy, just consider what you'd want for your mom.
Jeff Katz is director of PreferenceCentral.
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