Bob Garfield

How to survive in a do-not-track future

Consumers are rebelling against online tracking, and new laws might be coming sooner than you think. Will you be ready?

Tracking is a way for digital marketers to better understand their audiences and to serve the right message to them at the right time. Unfortunately, the industry has done a less-than-stellar job at educating the public on the benefits. Most consumers don't want their online movements to be tracked, and a set of industry-debilitating prohibitions could be on the way. In Europe, we are already seeing what this might look like. Marketers in the U.S. need to be ready.

What happens to agencies if companies like Google, Amazon, and Facebook align themselves with do-not-track efforts? Does the EU e-Privacy Directive pave the way for stricter U.S. laws? In this interview, Alan Chapell, an authority on the consumer internet economy, joins iMedia's Bethany Simpson to discuss these timely concerns. Catch up on the current state of the do-not-track issue and find out how agencies can gain ground in the battle for user information.

Conversation highlights
0:00 — The update on do-not-track
1:00 — Are the penalties too small
1:30 — What the business community is doing
2:00 — A voluntary standard being created
3:00 — Kick back from consumers?
3:45 — The scary test case in Europe
4:30 — Biggest thing for agencies to look at
5:15 — What about mobile
6:30 — Cross device tracking
Run time is 7:46

Chapell & Associates is headed by Alan Chapell. In 1997, Chapell founded the privacy program at Jupiter Research, an Internet research firm focusing on the consumer Internet economy. During his 4 and a half years at Jupiter, Chapell also directed Jupiter’s marketing, sales, and compliance operations.