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: Digital media and entertainment com-
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: Responding to industry concerns, the
Federal Trade Commission has revised its principles to include a less restrictive stance on behavioral targeting, as long as consumer information collected is protected. “The key issue is the concern that online advertisers best protect consumer privacy while collecting information about their online activities,” said Pedar Magee, senior staff attorney at the FTC. The new regulations allow more leniency in both behavioral and contextual advertising. For example, a brand can use targeting on its own sites as long as the personal information of consumers is protected. Contextual advertising does not collect data over time, and is therefore permitted. The regulation expanded what qualifies as personally identifiable data to any “information that could reasonably be associated with a particular consumer or computer or other device,” such as an IP address. “The distinction between these two types
of information has continually blurred,” said Magee. “If you can reasonably identify a person based on their personal computer or device, then these principles should apply.” While impressed with the overall industry response to regulations so far, Chad Little, CEO of retargeting company Fetchback, explained, “There is no room for complacency. The industry should be prepared for regulation unless we get our act together.” In the coming year, FTC staff will evaluate self-regulatory programs and conduct investigations, where appropriate. The revisions have drawn some criticism from at least one industry watchdog, which is now looking to Congress to legislate. “I think that the time for self-regulation had passed,” said Jeff Chester, executive director at the Center for Digital Democracy. “People no longer have confidence that the FTC will be able to quickly protect consumers who rely on the Internet for critical transactions, such as those involving health and finance.” O
I\m`j\[ =K: gi`eZ`gc\j ]fi fec`e\ X[m\ik`j`e^ O Every Web site that collects data
O If a company changes its data usage
for advertising must clearly state these practices and allow consumers a choice to participate or not.
policies, it may not use customer data collected before the change without permission from consumers effected.
O Each site must protect any personally
O Sites must obtain consent before
identifiable information collected.
using personal data to target ads.
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pany Betawave Corporation has released a syndicated, ad-supported video platform, BetawaveTV. The Betawave portfolio, which focuses on kids and their moms, reaches more than 25 million unique users and consists mainly of independent gaming, entertainment, faith community and creative endeavor sites, including CartoonDollEmporium.com, GameGecko.com and Hallpass.com. The TV platform has launched on several of those publishers’ sites and currently has a reach of about 6 million unique users. “Essentially, we collect really immersive independent sites,” explained Jim Moloshok, executive chairman of Betawave. “There’s no way an advertising agency could have the time to meet with every site that has 1 million to 1.5 million uniques. But we roll those sites together and give the agency creative execution that can go across all of our sites, or give them a homepage takeover of a certain number of these sites, we’re able to give them scale as well as efficiency.” He went on to say that while the sites had compelling user engagement, many did not have relationships with content community, numerous engineers or an active broadband strategy because of their size. Betawave TV has a centralized Brightcove video infrastructure, so it can re-skin video players to match the creative on the publisher’s site. Opportunities for advertisers also include pre- and post-roll video as well as overlays. Moloshok hopes to reach 20 million unique users across the Betawave portfolio by the end of the year. Betawave Corporation was previously called GoFish and was rebranded along with the launch of BetawaveTV. O
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: Charles Schwab has selected AKQA for a digital strategy project. “AKQA will be helping us with our firmwide Web site strategy,” said Matt Hurwitz, director of corporate PR at Charles Schwab, via e-mail. “This is not an ad campaign. It is work focused on gaining additional insights into digital marketing.” Schwab will continue to work with its agency Euro RSCG. The two recently updated Charles Schwab & Co. Inc.’s existing public image to address the frustration many Americans feel about the state of financial services given the current economic woes. The latest version of the “Talk to Chuck” advertising campaign encourages consumers to empower themselves and “Do something about it,” rather than feel that there is no hope for their financial problems. The digital creative for this campaign is running on personal finance, news sites and lifestyle sites in the form of both traditional display units and customized partnerships. Hurwitz did not say what role, if any, AKQA will play in this campaign’s media buy. O
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