02 November, 2011

User Profiling in Internet Advertising

There's fascinating article on The Register, How websites use your browser to sell you for cash. It explains some of the many techniques that internet advertising uses to profile users as they surf across multiple sites.

.... [we] came to the conclusion that with some minor tweaking, that firm is sitting on software nearly capable of delivering a Minority Report level of personalised advertising.
Below is the well-known clip from the Minority Report which demonstrates the future of Personalised Advertising - it's here already.



Do read the article, there are numerous links to other fascinating articles, such an explanation of a evercookie.

This article is fine for sophisticated web users, but what about Joe Public?
Legalisation (and enforcement) in this area is miles behind. The BBC reports on New net rules set to make cookies crumble:
European e-Privacy directive came into force in the UK in May this year. It mandates that users should be fully informed about the information being stored in cookies and told why they see particular adverts. This provides to gives some initial policy and some user protection from the use of behavioural advertising.
As part of its work to comply with the directive, the IAB - an industry body that represents web ad firms - created a site that explains how behavioural advertising works and lets people opt out of it. 

It should be no surprise that regulators are struggle to keep up, but a BBC article (admittedly from March this year), Governments 'not ready' for new European privacy law, indicates that they aren't even trying.

European rules aimed at giving consumers more control over how their web browsing is tracked will not be enforced come May, experts have said.
No European government has yet drawn up the guidelines for how the ePrivacy directive will be enforced.
The UK's Information Commissioner has indicated that it wants the industry to work out best practice before it starts wading in. From the same BBC article, Ed Vaizey, minister for Culture, Communications and the Creative Industries, said:
"Therefore we do not expect the Information Commissioner's Office (ICO) to take enforcement action in the short term against businesses and organisations as they work out how to address their use of cookies," he added.
OK, but when?

12 comments:

Karl said...

Profiling is a good idea, especially if you're in the field of internet advertising. I suggest you consider it.

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Kelly Kete said...

This is a very interesting post. I have to agree with you that there are many techniques that internet advertising uses to profile users as they surf across multiple sites.

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Kyle Xanders said...

User profiling in internet advertising is a great way to understand the behavior of you targeted consumers.


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Michael Phelps said...

User profiling is important in internet advertising because it allows you to know your customers’ preferences so that you will be able to act based on what they want. By knowing their preferences, it will be much easier for you to enhance all of your products and plan your marketing campaigns more effectively.

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Ryan Phelps said...

User profiling will enable you to reach out to the right people, the people that will have an interest in your blog and an interest to continue reading your blog.

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Chealsey Hersh said...

User profiling is very important in effective online marketing. You have to know who are your clients. What they like and don't so you can plan advertising properly.

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Web Services said...
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business mentoring said...

Profiling helps you get to know your customers better, in this way you can cater to their needs more efficiently.

Mike Anderson said...
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Cikrax said...
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