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Privacy fears could positively change online advertising

Dec 14, 2010
As online privacy debates intensify stateside and Microsoft builds anti-tracking software into the hotly anticipated Internet Explorer 9 browser, USA Today said such privacy fears could wholly revolutionise online advertising for the better despite industry fears.

The newspaper reported that the while privacy watchdogs and the Federal Trade Commission have backed calls to introduce a Do Not Track web privacy feature, enabling individual web users to block websites, aggregators and third-party plug-ins tracking their web activity, some advertising experts have slammed the move, saying it could curb the growth of online display advertising and risk destabilising in excess of $300 million (£191 million) worth of advertising-related economic activity.

While the Interactive Advertising Bureau remains relatively tight-lipped on the topic, some advertising experts are looking at the prospect with half-full glasses, saying a move from systematic information tracking and behavioural targeting could breathe new life into the online advertising industry - with innovation set to prosper under such conditions.

PriceWaterhouseCooper analyst Blake White told USA Today advertisers would be able to utilise social media brands and websites - such as Facebook, Twitter, MySpace and YouTube - to gauge consumer behaviour and preferences while developing fresh privacy-respecting marketing preferences.

"The more creative companies will find new ways to legally and ethically make profitable use of information that users openly volunteer," White said.


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