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In-Depth Information
game system and an iPod—who knows? You've gotten the idea by this point and are probably asking yourself, “Wait,
advertisers have all this information about me?” The answer to that varies, but at least they don't have any personal
identifiable information (PII).
Personal identifiable information (PII) is intelligence about a user or a user's activity that would give away his or her
exact identity. This includes but isn't limited to name, address, credit card number, and social security number. Media
agencies and publishers want to get as much information as they can about their audience in order to make smarter
business decisions and make advertiser's dollars work harder by targeting people that will listen. When dealing
with an audience's personal information, they must be in accord with federal law on online privacy and not use this
detailed information in malicious ways. The only way information of this sort can be transferred via an ad unit is
through use of an opt-in process. It could be a check box selection before submitting a form in an advertisement or
even signing up for a free service.
Luckily for viewers and users, the law also requires an opt-out process. Fundamentally, the opt-out process is
set up to allow users to disallow the sharing of their information on such sites and networks as Google and Facebook
after they've signed up for the free service, willingly or otherwise. The opt-out process is a tricky one in that it begs
the question whether what applies to one publisher applies to the next. Also, what happens to all the information that
they already have about you?
What's Next for Privacy?
My instinct tells me that new rules, policies, and guidelines for Internet and online advertising privacy will appear
sooner or later; probably very soon. Congress has actively sought representatives from all the leading online
properties and advertising outlets with whom to discuss this topic and related matters and ultimately attempt to figure
out whether companies can police themselves or will need the U.S. government to step in. Another issue is that the
whole world is online, and privacy laws are not standard from one country to another.
Anyone with questions regarding privacy online should contact the ad server, the IAB, the IAB UK, or a local
political representative. There should be a clear benefit in how information about an audience is used to deliver
tailored and relevant advertising, and you should voice concern if you feel your rights are being jeopardized. As
advertising and technology continue to get smarter, it's sensible for you to do the same.
Terminology Review
You've been exposed to a ton of industry buzzwords and lingo in this chapter. The purpose was, not to confuse, but to
educate, in the event you have to communicate with team members or prospective clients. Use Table 1-2 to review the
key words and acronyms covered thus far in this chapter.
Table 1-2. Campaign Process Terminology Review
Definition or Meaning
creative pitch
Where a creative agency develops a marketing message and pitches it to the client, the
media buying
Where a media agency secures ad inventory on various publisher sites and ad networks
to satisfy the launch of an ad campaign.
The number of times an ad has been rendered to a screen through the life of a campaign.
( continued )
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