{"id":4776,"date":"2009-03-13T01:35:57","date_gmt":"2009-03-13T01:35:57","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=4776"},"modified":"2009-03-13T01:38:13","modified_gmt":"2009-03-13T01:38:13","slug":"online-behavioral-ads-guidelines-released-google-waits-days-to-launch-new-behavioral-ads-program","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/online-behavioral-ads-guidelines-released-google-waits-days-to-launch-new-behavioral-ads-program\/","title":{"rendered":"Online Behavioral Ads Guidelines Released, Google Waits Days to Launch New Behavioral Ads Program"},"content":{"rendered":"

\"google-gingerbread-man-cookie\"It had to come, and it’s here.\u00a0 All that work Google has been doing to track people’s online behaviors has come to fruition.\u00a0<\/p>\n

First, the Internet Advertising Bureau (IAB) released its online behavioral advertising guidelines<\/a> earlier this month, and Google was one of the companies to agree to abide by them.\u00a0 There are three primary rules that companies who agree to abide by the IAB guidelines must follow:<\/p>\n

    \n
  1. Notice<\/strong> must be given to consumers that they are being tracked.<\/li>\n
  2. Consent<\/strong> is assumed unless a consumer takes action and opts-out of receiving behavioral ads.\u00a0 That means companies only need to provide an opt-out mechanism and seek consumer consent “where applicable” (whatever that means).<\/li>\n
  3. Educating<\/strong> consumers about how their personal and private\u00a0information is collected and how it can be used as well as how they can opt-out of behavioral advertising is required.<\/li>\n<\/ol>\n

    Then on March 11th, Google announced the launch of the Google behavioral advertising<\/a> program on YouTube (although ads won’t start displaying until April).\u00a0\u00a0It has\u00a0not been a secret that\u00a0Google has been working on this program for a long time, and finally, they can talk about it openly, thanks to the new IAB guidelines.\u00a0 As you can imagine, privacy advocates are not happy about behavioral advertising, and many are pointing fingers at Google as an industry leader who should set the standard for ethical business by using an opt-in<\/em> system rather than an opt-out system for behavioral advertising.\u00a0 Google disagrees.<\/p>\n

    What do you think about companies tracking your online habits and serving ads based on them?\u00a0 Behavioral advertising has been around for awhile and an article in BBC News states that a Forrester Research report cited 26% of European companies used behavioral advertising in 2008.\u00a0 It’s a great opportunity for brands to connect with their target audiences.<\/p>\n

    All I know is I’m glad Google didn’t start serving behavior-based ads when I was doing research for my book coming out later this year about the Playboy brand.\u00a0 Both me and the advertiser paying for the ads would not have been happy.<\/p>\n

    Image: <\/em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    It had to come, and it’s here.\u00a0 All that work Google has been doing to track people’s online behaviors has come to fruition.\u00a0 First, the Internet Advertising Bureau (IAB) released its online behavioral advertising guidelines earlier this month, and Google was one of the companies to agree to abide by them.\u00a0 There are three primary […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[1353,496,110,188,1354,1355,520],"class_list":{"0":"post-4776","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-behavioral-advertising","8":"tag-brand-advertising","9":"tag-corporate-branding","10":"tag-google","11":"tag-iab","12":"tag-internet-advertising-bureau","13":"tag-online-branding","14":"entry"},"yoast_head":"\nOnline Behavioral Ads Guidelines Released, Google Waits Days to Launch New Behavioral Ads Program<\/title>\n<meta name=\"description\" content=\"Privacy 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