We’ve been away from this column working on a variety of projects related to educating the public about the dangers lurking in the digital advertising system. Online data collection, profiling and one to one targeted interactive marketing across all platforms–mobile, digital TV and PC–is (sadly) the defining characteristic of our broadband era. Increasingly, such marketing schemes will use purposefully immersive interactive media content designed to engage all of us to embrace a variety of marketer-desired behaviors (the online ad industry touts its ability to use this technology to “convert” us. But it’s about buying and branding–not anything ethical or spiritual). CDD and US PIRG filed a complaint at the FTC last week urging the agency to launch an investigation and issue needed consumer safeguards. Our privacy and more is at risk. (Our complaint, which is a good overview of what’s going on, was also intended to provide the otherwise reluctant regulators at the FTC a little reality counter-programming at their Tech-ade event). The interactive ad system that has emerged for digital marketing in the U.S. is indefensible, no matter how its supporters rationalize it. In addition to working with the FTC, we expect that the new Congress will take the issue up next year. Meanwhile, we urge our readers to look at the complaint–and then come back to this column for updates.
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