Category: annals of behavioral targeting

Big Brands Tracking Your `Tweets’: Online Marketing Tool Can Help Comcast & Others ID “brand allies and foes” [ Annals of Web Analytics]

excerpt:  “Omniture SiteCatalyst now integrates with Twitter to let online marketers monitor and measure tweets. The feature lets marketers import data from Twitter feeds… It tracks preset keywords to monitor who is talking about their brand.

The SiteCatalyst feature also helps identify brand advocates and cynics…

At a recent Omniture Summit, the telecom firm Comcast talked about being able to identify brand allies and foes, according to Matt Langie, senior director of product marketing, Omniture. …

According to Forrester, nearly 5 million people use Twitter, where users send frequent, short updates to followers. Many of the followers look to tie themselves to the brand by joining in on the conversation.

The SiteCatalyst integration with Twitter enables marketers to take advantage of a real-time alert feature to send emails and SMS messages to mobile devices based on pre-determined criteria, such as a spike in mentions of brand-related terms…”

Omniture SiteCatalyst Integrates With Twitter.  Laurie Sullivan.  Online Media Daily.  March 6, 2009

Why TRUSTe Can’t Be Trusted: A Failure to Address Behavioral Targeting

TRUSTe, a group which has helped industry stave off regulatory privacy safeguards, released a survey today that–surprise!–says people really aren’t that concerned about behavioral targeting.  We have reviewed the survey questions they asked–and they failed to really inform those interviewed about how behavioral targeting truly works (including the context for interactive advertising).

This kind of research raises questions about TRUSTe’s ability to engage in serious scholarship.  If they are going to conduct any future research, they need to engage the services of independent academic experts with a knowledge of the field, and who aren’t connected to industry.

The so-called survey released today has to be viewed as part of the online ad lobby effort to ward off federal and state consumer protection/privacy rules.

The real digital TV transition: Why TV “Advanced Advertising” [aka Project Canoe] Raises Privacy & Consumer Protection Concerns

The cable and telephone industry have Google envy.  These broadband communications giants recognize that online advertising companies such as Google and Yahoo have created an enormous market for themselves through the delivery of online ads.  Comcast, Time Warner, Verizon and others want to use their Bush Administration-given broadband monopoly status to gain a significant share of this market.  Cable giants are also working together to transform television so it can better compete with online, and target viewers with more precision and in-depth ads.  The goal–for cable, phone and online ad companies–is to eventually provide a seamless system that tracks, profiles and targets us across every “screen,” including TV, PC and mobile.

Comcast is heavily investing for such a viewer/user tracking world.  It has plans, according to the trade publication Multichannel News to create a “gigantic database called “TV Warehouse,” able to store a full year of statistics gathered from digital set-tops in more than 16 million households nationwide…TV Warehouse, envisioned as having a massive 500 Terabytes of storage, would then feed up to a database even broader in scope operated by Canoe Ventures, the advanced-advertising venture formed by Comcast and five other large MSOs.  The idea: to give advertisers an enormous set of actual viewing metrics — showing exactly what millions of cable customers watched and when — as opposed to representative samples.”

Not surprisingly, Comcast’s Brian Roberts has said his company should no longer be viewed as merely a provider of television:  “Over the last few years we have successfully transformed Comcast from a cable company into a new products company that utilizes one infrastructure to deliver a growing number of products.”  Advanced Advertising, which is what the cable industry’s technical consortium known as CableLabs calls it, is one of the major products Comcast and others will soon provide.  According to CableLabs, “Advertising is growing in importance for cable operators. CableLabs is currently supporting activity in four areas designed to create new revenue opportunities around advanced advertising technologies. These areas are digital ad insertion, interactive advertising, reporting, and addressability.”   Cable executives are working with advertising companies to “…agree on a valuation metric. What’s a click worth?”

But the core concern with Advanced Advertising is the tracking of viewers, including the use of internal and outside databases for targeting. Comcast Spotlight, for example, offers marketers access to a broad range of databases for more precise targeting. Acxiom offers cable and other providers a host of database segmentation services, including its Personicx VisionScape. “With PersonicX VisionScape, marketers have at your fingertips real-time access to a wealth of information… that can help them understand more about their customers – what type of products they use, their purchasing behaviors, their channel and media preferences.  The PersonicX household-level segmentation system is built with InfoBase-Xâ„¢ data and places almost every U.S. household into one of 70 distinctive segments and 21 life stage groups based on specific consumer behavior and demographic characteristics.”

Cable’s work to create a more powerful viewer data collection and targeting system has been out of public and policymaker view.  Cable engineers have been working  together to perfect the technology that will allow it to merge “content and subscriber metadata for targeting zones (or, in a unicast environment, for targeting individuals) to bring the right ad to the right consumer at the right time.”

The phone and cable companies, knowing that the 1984 Cable Communications Act contains privacy safeguards for interactive TV ads and aware of the current debate on behavioral targeting, claims that such data collection and targeting will be anonymous and could include an “opt-in.”  We don’t believe any cable or phone consumer is being told the extent of the plans underway to track and target them.  For example, Alcatel’s product for IPTV related advanced advertising explains that:
“To capture the full revenue potential of targeted and interactive advertising, IPTV providers need to ensure that the following critical actions are addressed:

  • Capture and measure — The network must be able to collect “opt-in” subscriber information from a broad range of databases, which advertisers will use to reach specific “targeted” markets. This anonymous data includes usage patterns, subscriptions, demographics, location, presence and preferences — including how, when and where advertising messages are delivered, along with the type of device that is used. In addition, accurate measurement capabilities are needed that can verify audience response and track the effectiveness of ad campaigns…
  • Activate and interact — Finally, this data, combined with the right systems and infrastructure must be able to deliver personalized and interactive ads to the right consumer, at the right time.”

Consumers/subscribers should decide whether such an advanced system can target them at all.  Beyond informed consent (and data security), there need to be clear safeguards.  Targeted ads for financial, health, and products aimed to children and adolescents raise consumer protection issues.  I have real concerns about “ethnic” profiling, given how lucrative advertisers realize the Hispanic and African American markets are.  We believe that the cable industry has to engage the public in a serious debate about the scope and goal of its Project Canoe and advanced advertising initiative.  Congress, the FCC, and the FTC must become more proactive to protect our privacy from this new approach.

PS:  This week’s Multichannel News offers insight into the latest developments.  Here’s an excerpt:  “This year, the largest cable operators in the U.S. plan to have upgraded at least 20 million digital set-tops with code to run standardized interactive-TV applications. That will make it possible for viewers to click a button on their remote to, say, ask an advertiser to e-mail them more information…The industry over the last two years has coalesced around a common technical standard, maintained by CableLabs, referred to as Enhanced Binary Interchange Format, or EBIF (pronounced “EE-biff”)…Comcast, for one, claimed it had deployed EBIF user agents on more than 10 million Motorola set-top boxes by the start of 2009. The operator hopes to complete the rollout to its entire Motorola footprint, about 20 million boxes, by midyear…” [Interactive TV Begins to Bloom.  Todd Spangler.  Multichannel News.  March 3, 2009].

Microsoft to Advertisers: We can “track visitors throughout the course of their online journey”

So-called behavioral re-targeting is one of the most troubling online ad techniques.  No one knows they are being digitally shadowed in cyberspace.  But many companies provide such a profiling/tracking/targeting service.  Here’s what Microsoft tells advertisers in the UK/EU it can do [our emphasis]:

“With Re-messaging we can narrow our audience by finding the people who have already visited you. It means we can ensure they always stay in touch and help create continual engagement with your brand.

Re-messaging is effective on its own, but works at its best when combined with other forms of targeting and campaign performance. By placing action tags on your website, we can track visitors throughout the course of their online journey and re-message them on our network. For example the consumer may have previously searched for a hotel but not booked, compared credit cards but not applied, or visited a promotional website. Whatever it may be, if they’ve gone part way to making a purchase or performing an action, we can help you continue the conversation and ensure that the relevant message is seen by the people it matters most to.”

Porsche Teams with Yahoo for Mobile Behavioral Ad Targeting [Annals of Mobile Marketing]

Excerpt from Ad Age:

“…in just a 4-month-long pilot run, mobile outperformed Porsche’s wider campaign…The carmaker used Yahoo behavioral targeting tools to serve Porsche ads to smartphone users whose web-surfing behaviors had indicated they were in the market for coupes, SUVs, convertibles or luxury cars.”

source:  Mobile Effort Gets More to Say `I Can’ Purchase a Porsche.  Rita Chang.  Ad Age.  February 9, 2009 [sub. required]

more on Yahoo and behavioral targeting

Two Words on Why the FTC’s Self-Reg Approach is Wrong: Financial Meltdown

It has been deregulation, including forms of self-regulation, which led to the current financial crisis.  Regulators and most policymakers looked the other way, while many from the investment community created a Ponzi scheme bigger than Bernie Madoff’s.  The online marketing of mortgages and loans played a role in the `borrow’ and `buy’ culture which contributed to the economic mess we are in.

It’s now more important than ever that online marketing, including the structure of data collection and privacy, be regulated.  Congress has to act to make sure consumers understand the loans and other financial products they are being offered interactively online.  The financial crisis, noted Google, is actually fostering the growth of online marketing (as consumers look for less expensive ways to shop).   As Google recently explained to advertisers, the “slowdown is actually accelerating the use of consumer online shopping for goods and services.”  The “mass market is now online,” they noted.

Consumers need to completely understand and fully control how data is collected and used when they seek financial services.  The behavioral targeting system involved with mortgage loan sales, we believe, is totally unknown to consumers (and sadly, regulators).  That’s why my group and others criticized last week’s FTC report.  It’s self-regulatory approach is based on a failed policy (from the people on both sides of the aisle who got us into this mess).  We can have both regulation/fair rules and make the commercial market prosper.  It’s time for the online ad industry to support a regulatory policy that will help make our financial future more secure.

Progress & Freedom Foundation & Online Privacy: Looking at PFF’s Online Ad Industry [& Data Collecting] Funders

Two staffers from the Progress and Freedom Foundation (Adam Thierer and Berin Szoka) issued a quick response to the new FTC online marketing privacy principles.  In a press release announcing the short paper, PFF explains that:

Tighter regulation of the online advertising market in the form of privacy mandates, the authors warn, “would severely curtail the overall quantity of content and services offered—and greatly limit the ability of new providers to enter the market with innovative offerings.”

It’s interesting to consider what such “tighter regulation” of the online marketing might mean for the companies that fund the Progress and Freedom Foundation.  The list includes heavyweights of online data collection, such as Google, Microsoft, News Corp (MySpace and other Fox Interactive properties) and Time Warner.  PFF funders include monopoly ISPs which want to get into interactive data collection and online ad targeting big-time, such as Comcast, AT&T, and Verizon (other PFF supporters include a number of companies engaged in online ad targeting, such as Cox, CBS, NBC, etc).

Perhaps a good research project for PFF would be to examine the online data collection, analysis, and ad targeting work being done by its funders (including all the technologies being used).  We’d like to see the press release on that one!

Online Ad Privacy Watch: Those “Pixels” Are Tracking You [Annals of Behavioral Targeting]

In bringing the issue of what is considered personally-identifiable information more up-to-date, the FTC has finally begun to acknowledge the ever-expanding techniques used to collect information about our online experiences.   Case in point, the modest “pixel,” an invisible piece of data placed on your browser–in the words of one online ad marketer, a digital “mole.”  It’s worth reading the entire article “What a Pixel and Cookie Can Reveal,” by Brian Massey (ClickZ.  Feb. 4, 2009).  Here’s an excerpt:

The pixel delivers a list of basic attributes… These basic attributes include:

  • IP address, character set, and encoding
  • Language, connection, and host
  • Referrer, browser, and portal

The pixel can also pass along just about any information that the browser knows:

  • URL, server name, and posting method
  • Search keyword, keyword phrase, or search engine term
  • Time and date, time of day, day of the week, and week of the year

The URL provides the entire content of the page visited by the surfer:

  • Text, images, headings, and navigation
  • Parameters and values
  • Were they home or just landing?

The IP address can be used to look up more information:

  • Country, state, and city
  • ISP, cable, DSL, or dial-up
  • Bot, crawler, or spider

By adding a cookie, surfer data can be aggregated over time, and more can be inferred about visitor behaviors…

Once we get ZAG [Zip code, age, gender], we can start to segment visitors more accurately:

  • Where do they live?
  • What do they make?…
  • What is their profession, race, marital status; do they have kids; and other census data           And when we integrate this information with other non-PII databases, we can learn even more: What they buy, how often, how recently…

Baby Steps for Online Privacy: Why the FTC Self-Regulatory Principles For Online Behavioral Advertising Fails to Protect the Public

Statement of Jeff Chester, Exec. Director, Center for Digital Democracy:

The Federal Trade Commission is supposed to serve as the nation’s leading consumer protection agency.  But for too long it has buried its mandate in the `digital’ sand, as far as ensuring U.S. consumer privacy is protected online.    The commission embraced a narrow intellectual framework as it examined online marketing and data collection for this proceeding.  Since 2001, the Bush FTC has made industry self-regulation for privacy and online marketing the only acceptable approach when considering any policy safeguards (although the Clinton FTC was also inadequate in this regard as well).  Consequently, FTC staff—placed in a sort of intellectual straitjacket—was hampered in their efforts to propose meaningful safeguards.

Advertisers and marketers have developed an array of sophisticated and ever-evolving data collection and profiling applications, honed from the latest developments in such fields as semantics, artificial intelligence, auction theory, social network analysis, data-mining, and statistical modeling.  Unknown to many members of the public, a vast commercial surveillance system is at the core of most search engines, online video channels, videogames, mobile services and social networks.  We are being digitally shadowed across the online medium, our actions monitored and analyzed.

Behavioral targeting (BT), the online marketing technique that analyzes how an individual user acts online so they can be sent more precise marketing messages, is just one tool in the interactive advertisers’ arsenal.  Today, we are witnessing a dramatic growth in the capabilities of marketers to track and assess our activities and communication habits on the Internet.  Social media monitoring, so-called “rich-media” immersive marketing, new forms of viral and virtual advertising and product placement, and a renewed interest (and growing investment in) neuromarketing, all contribute to the panoply of approaches that also includes BT.  Behavioral targeting itself has also grown more complex.  That modest little “cookie” data file on our browsers, which created the potential for behavioral ads, now permits a more diverse set of approaches for delivering targeted advertising.

We don’t believe that the FTC has sufficiently analyzed the current state of interactive marketing and data collection.  Otherwise, it would have been able to articulate a better definition of behavioral targeting that would illustrate why legislative safeguards are now required.  It should have not exempted “First Party” sites from the Principles; users need to know and approve what kinds of data collection for targeting are being done at that specific online location.

The commission should have created specific policies for so-called sensitive data, especially in the financial, health, and children/adolescent area.  By urging a conversation between industry and consumer groups to “develop more specific standards,” the commission has effectively and needlessly delayed the enactment of meaningful safeguards.

On the positive side, the FTC has finally recognized that given today’s contemporary marketing practices, the distinction between so-called personally identifiable information (PII) and non-PII is no longer relevant.  The commission is finally catching up with the work of the Article 29 Working Party in the EU (the organization of privacy commissioners from member states), which has made significant advances in this area.

We acknowledge that many on the FTC staff worked diligently to develop these principles.  We personally thank them for their commitment to the public interest.  Both Commissioners Leibowitz and Harbour played especially critical roles by supporting a serious examination of these issues.  We urge everyone to review their separate statements issued today.  Today’s release of the privacy principles continues the conversation.  But meaningful action is required.  We cannot leave the American public—now pressed by all manner of financial and other pressures—to remain vulnerable to the data collection and targeting lures of interactive marketing.

Mobile user’s unique ID makes for “Precision” Targeting [Annals of Mobile Marketing/UK/EU Division]

From New Media Age:  “David Fieldhouse, mobile manager at media agency Mediacom, said behavioural targeting is developing into a key element of online activity for many of the agency’s clients, and also in their mobile campaigns.

“We believe the deeper level of targeting capable via mobile is its USP,” he said. “Using each mobile user’s unique ID, combined with location-based targeting, enables precision and relevancy.”

exceropt from:  Mobile marketing budgets to grow 150% by 2013.  Charlotte McEleny.  NMA.  October 9. 2008.