As US and EU policymakers and privacy advocates gather for a discussion of the 1998 EU Data Directive and the subsequent “safe harbor” deal with the U.S., it’s time the EU recognize that they are overlooking new threats from online marketing. Anyone who follows online advertising in Europe knows that advanced forms of targeted interactive marketing and data collection is being pioneered in places like the U.K. While the Article 29 Working Groups has, fortunately, expanded its investigation on related issues, esp. IP address retention, it’s time EU-based privacy officials cracked down on behavioral targeting [BT]. Here is an excerpt from a recent online marketing trade article that illustrates how quickly BT is now part of everyday life in the EU:
“Behavioural targeting has come a long way in the U.S. in the past four years, but the rapid growth across Europe (and even in South Africa), is proving that a technology can be seamlessly integrated at the local, national and international levels without batting an eye…A major advantage that the European market has parlayed into behavioural targeting success is the clear identification of which categories behavioural targeting responds to the most positively, and then the clear understanding of how to make those categories successful…So, where is behavioural targeting going next in Europe? Recently we have seen behavioural targeting successfully implemented in The Netherlands (with Telegraaf Media Groep), one of the largest media companies in Portugal (Cofina) is in implementation and a major publisher in the Scandinavian
market is about to implement the technology. This expansion out across Europe into new markets is a direct result of the success seen in the U.K. and other markets and shows that behavioural targeting is just hitting its stride.
From: The past, present and future of behavioural targeting. Jeremy Mason. imediaconnection. Oct. 9, 2007.
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