ZDNet – “MS to advertisers: Drop dead” – a bit of an exaggeration but a point well made

OK, ZDNet’s contributor  uses a sensational headline to make his point with a back-handed compliment to Microsoft, but it is still a point worth making for the Advertising Industry. Namely that behavioral advertising faces a moment of truth; opt-in or opt-out.

And there is an irony in Microsoft being the good guy for once advocating for more privacy. One has to wonder if this would be the case if Google wasn’t handing them Bing’s head on a platter in search and advertising domination. And yet here we are with IE 10 locking things down by default for the humble user regarding tracking adverts.

I for one vote for opt-in. For example, in a discussion with a colleague earlier today, behavioral ads on FB are wrong (as in they deliver stupid ads) unless you tell it what you want. That should not be license to display dating-ads to users with profiles clearly marked “married” until we mark them “offensive” over and over and over. (For the record, that doesn’t work. You have to tell FB what you DO like to make offensive ads drop off.) I find this strategy akin to the gray-blocky-face on Flickr that is designed to get you to upload a real photo. It works, but it’s kinda annoying.

But back to the point. ZDNet’s post is sensationalizing a point that in my opinion is a good thing. Specifically that “the next version of (Microsoft’s) web browser, Internet Explorer 10, will ship with its “Do Not Track” feature turned on by default.”

The Author goes on to say:

“In practice, all behavioral advertising has managed to do is annoy the hell out of me…on a personal level. It is a much deeper level of rejection than seeing a billboard I disagree with on the highway, because I know there’s an attempt being made that’s failing. But I don’t have the time or energy to swat all of these new digital mosquitos. As a gatekeeper to the web, Microsoft is taking a step to do that for me — and all the average web-using people who have no idea what’s going on and couldn’t tell you the name of the current U.S. vice president, much less what a cookie is.”

The good news is that he concludes:

“…sometimes I just want an ice-cold can of Coca-Cola, and it has nothing to do with how old I am or where I live or who I work for. (But maybe, just maybe, how deathly hot outside it is right now.)

Good behavioral advertising can accomplish that. But too often, it hasn’t.”

Emphasis added by me.

To my friends in the advertising industry, an industry that is very close to my heart having been on the board of the local Houston Advertising Federation in the past, that it’s gonna be OK. We don’t have to be creepy to succeed. We just have to be creative. And yes, perhaps, fix our business models a bit to match the new nirvana.

 

 

Riya – Can I get an Opt Out Option to Protect My Identity Please?

I am a fan of Riya and in particular of the great PR being generated, in an ethical manner, by Tara Hunt.  She is articulate and isn’t afraid of calling someone an "ass clown" when warranted.

But I do have an urgent request for Riya to help protect privacy.  I think an individual, perhaps a non-user, should be able to opt out of the sharing and feature set of Riya.  I should not have to register with the site to do this.  Just an option to say "hey – if two people upload their address books and I am in both, please don’t share the training and identification features."

RiyaaddressbookuploadconcernThis seems reasonable, right?  Just an option to exclude an individual based on their wishes.  The image at right was on the coverage page for Riya here.  And here is an excerpt that does concern me.

"Now, there is an even faster way to train Riya.

If you click on the auto training tab and let Riya analyze your address book.  Riya will determine which of the people you know have been trained by other friends and family.  If so, those people will be automatically recognized without you having to do any training at all."

I should be able to opt out of that. 

Good PR includes crisis communications, and crisis communication is MOSTLY about crisis prevention

If I may be so bold as to make a suggestion, ideally I’d like to hear the CEO talking about ensuring privacy every time he does a demo.  And I’d like a privacy link on the home page that talks, in plain language, about the importance of privacy for the company.  Then be sure to walk the talk. 

Two reasons why the above is so important.  1) I am not the only privacy nut on the Internet and it WILL turn into a crisis if not addressed proactively.  Just ask Sony.  2) If I were a competitor of Riya, this is where I would attack.  Not addressing privacy and security proactively is your open flank.  You have worked too hard to leave the opportunity open to spamming competitors.  Close the gap! 

Talk about privacy and let people opt out of others sharing their identity please.