FTC leaning towards Behavioral Tracking Opt-Out.
The Federal Trade Commission is considering implementing a way to allow users to opt out of behavioral tracking across the Web. In my opinion, very premature and not needed.
As a marketer, I'm the first to say that marketers can often get out of control when something shows signs of working. Quite frankly, we go too far and often don't police ourselves properly. However, additional government-level control is not needed.
The Do-Not-Call list has ultimately decimated an industry of consumer phone solicitation. CAN SPAM - while arguably necessary - appeared to be likely the result of just a few "bad apples". Going down the list of government-monitored marketing initiatives, it's only a matter of time before marketing is a career of the past.
The Internet is still in its infancy - and behavioral tracking is quite new and not implemented by most firms. As a marketer, I can easily argue that tracking activity leads to more thoughtful and targeted future marketing to individuals - rather than just blasting them with offers they have no interest in.
What I personally find ironic is that political spending on advertising is way up when elections roll around. But couldn't one make the argument that Democrats don't want to see Republican ads - continually in their face? Obviously, the reverse would be true for Republicans. So why type of advertising any less intrusive, offensive, or any better? At least behavioral tracking will ensure that Republicans only see Republican-focused ads.
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As a marketer, I'm the first to say that marketers can often get out of control when something shows signs of working. Quite frankly, we go too far and often don't police ourselves properly. However, additional government-level control is not needed.
The Do-Not-Call list has ultimately decimated an industry of consumer phone solicitation. CAN SPAM - while arguably necessary - appeared to be likely the result of just a few "bad apples". Going down the list of government-monitored marketing initiatives, it's only a matter of time before marketing is a career of the past.
The Internet is still in its infancy - and behavioral tracking is quite new and not implemented by most firms. As a marketer, I can easily argue that tracking activity leads to more thoughtful and targeted future marketing to individuals - rather than just blasting them with offers they have no interest in.
What I personally find ironic is that political spending on advertising is way up when elections roll around. But couldn't one make the argument that Democrats don't want to see Republican ads - continually in their face? Obviously, the reverse would be true for Republicans. So why type of advertising any less intrusive, offensive, or any better? At least behavioral tracking will ensure that Republicans only see Republican-focused ads.
Back