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Web Advertisers Push to Increase Awareness of Targeted Ads

by Terrence O'Brien on December 6, 2009 at 10:20 AM

Web Advertisers Push To Increase Awarness of Targeted Ads
The Federal Trade Commission has been gently pressuring the Internet advertising industry to reveal more information to consumers about how it collects data and targets ads. Part of that push to be more transparent includes using a symbol to identify targeted ads that would then link to a privacy policy.

The search for such a symbol has been difficult. Finding an icon that clearly denotes "targeted advertising" has proven all but impossible. While some have (half) jokingly suggested an all-seeing eye, Jules Polonetsky, who runs the Future of Privacy Forum (FPF), told the New York Times, "The goal here is not to create a privacy symbol, but rather a data-at-work symbol."

The FPF has settled on two finalists, which you can see above. The design on the left is an "i" in a swirl similar to a power button, that is supposed to indicate choice, accompanied by the text, "interest based ads." To the right, the simple text tag of "AdChoice" is presented next to an asterisk with a dot to make it appear like a stick figure.

Advertisers are seeking to improve understanding of targeted advertising on their own too. Agencies have a vested interest in avoiding the stigma often associated with data collection. Many view such advertising as a threat to their privacy, so the Interactive Advertising Bureau has launched a campaign called "Advertising Is Creepy" that features animated ads in the style of '50s and '60s thriller and horror films. Check out the example below.

Of course, targeted ads are nothing new, and since they don't collect any personally identifiable information, they don't pose much of a serious threat to your privacy. However, having all the facts and the ability to opt out is always greatly appreciated. [From: New York Times and Advertising Age]

Tags: ads, advertising, ftc, targeted advertising, TargetedAdvertising, top

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