Behavioural targeting needn't invade privacy

7 May 2009

This month has seen behavioural targeting hitting the headlines for all the right reasons, most notably the Internet Advertising Bureau’s good-practice framework. Despite this, recent announcements by Google have served to reignite concerns about monitoring user behaviour fortargeted ads.

On the one hand, behaviourally targeted ads may give rise to an uncomfortable ‘big brother is watching’ feeling, especially if personal integrity issues aren’t taken seriously. But isn’t it the case that tailored information is always more relevant and actually less intrusive than an impersonal approach?

Ads can be tailored using just an anonymous site visitor 10, avoiding personally identifiable information and addressing privacy concerns.

Simultaneously, it can enhance an individual’s online experience, delivering tailored information and personalised recommendations.

Using collective information generated by the people who visit a site, as apposed to rules set by the marketer, offers an even less intrusive approach to advertising. The lAB guidelines, backed by the likes of Google, AOL and Microsoft, provide a solid self-regulatory framework to help this technique develop responsibly.

Targeting ads in this way will ultimately contribute to the trend of the consumer being in control.

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