Mashable - The Social Media Guide - Latest Comments in Do Privacy and Advertising Mesh?

Re: Do Privacy and Advertising Mesh?

DavidS2 — Tue, 26 Aug 2008 06:22:23 -0000

It all depends on the user's intention at that moment they see the ad, the level of control the user knows they have with the Site, and how the relationship with the advertiser is being brokered.

We know that if an ad is relevant and timely...the conversion rates will be good. We believe that if the user trusts the brand...those rates are sustained.

That means an ad delivered while the user is socializing will almost always be ignored. The user has no intention of being pitched on a product they don't want, on a network that gave them little choice, from an advertiser that didn't have a clue who he or she was. Not a great situation to engender trust and create those conversations advertisers lust after.

I wonder if this relegates online advertising to just search activities (and not social entertainment)?

It's the definition of search that we (http://www.pintarget.com) are most interested in. Where advertising is useful and relevant because itâ€™s part of the research on things we want to buy. And we have full control over when the advertiser is made aware of our interest, and importantly, how best to follow up with us.

Re: Do Privacy and Advertising Mesh?

Jonathan — Sat, 23 Aug 2008 11:35:25 -0000

Well, all I can say is think yourselves lucky you've never heard of Phorm:

http://www.phorm.com/

Forget "delicate balances" - think more, um, "complete privacy gang rape" and you'll have most of the picture:

http://www.theregister.co.u...

Re: Do Privacy and Advertising Mesh?

adam — Fri, 22 Aug 2008 19:08:12 -0000

Really , when I am on a website I am focused on that site. More focused when a community site than any other as I have specific things to do. Adverts are distractions and not relevant to my line of thought. I will search for stuff though when in buy mode, I do that on google.

Re: Do Privacy and Advertising Mesh?

Dan Neely — Fri, 22 Aug 2008 13:40:53 -0000

as I like to say-- social media is customer created and company consumed but traditional media is company created and customer consumed. The web 2.0 approach for advertisers is being able to track the engagement outside of the walled gardens-- as customers/consumers do not see the walls-- they go to the places they want to. Being able to look across the walls is a key component to engagement advertising. Additionally-- you hit the nail on the head when you talk about authenticity-- in order for engagement based advertising to be super effective, it needs to be contextualized around the social elements of the engagement for example what are people discussing, who is rating reading and sharing.

Great post!!

Thanks

Re: Do Privacy and Advertising Mesh?

Mat Thomas — Fri, 22 Aug 2008 13:17:57 -0000

Hi scott,

I had to do that with my old internet company back in the 90's when we entered germany.

Do you have an updated material on compliance rules.

Re: Do Privacy and Advertising Mesh?

Scott Rafer — Fri, 22 Aug 2008 12:12:28 -0000

You are going to see a lot of networks talk about privacy friendly targeting including us. We stick exclusively to birth year (not date), gender, location, and common KWs. We built the whole system to the spec "legal in Germany," which has the toughest online privacy laws on the planet. We're about to announce around that includes a big German investor, because we hit the spec. :)

On our end, we share all the targeting data we aggregate on our network pages, e.g. http://lookery.com/network/... . As soon as we can, we'll open up cookie management for individuals in a simple and UI-easy way.