FTC may see "anonymized targeting" as quite ok - to protect user privacy

Mar. 03, 2011 6:31 AM ET1 Comment
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Contributor Since 2006

Longstanding investor in Looksmart (and a 70 yr old ex-tradesman), who has a passionate interest in the problems of newspapers along with their success in all their monetisation attempts made, on the web. For the "times are indeed, a changin", I feel. [17th of Aug, 2011 - Print media (sadly), has lost a sense of that preponderance it once held in our society. There is hope. - But it needs a fundamental change in that ingrained culture that has been the way, of the past. Please read the article linked below (and especially all the 'free' user comment), that has also been added today.] And, history will soon show that ACAP (the, Automated Content Access Protocol), that I have been so "passionate" about in many a post made everywhere over the past few years, will not only become a part of our every-day lives, but will be fiercely-enforced along the way...And rightly so... Where your "free" (Local) "rag", may well even survive and become (as was also predicted by myself back in 2005). the very "lynch pin" between local business and the web! :) And it seems that Europe will lead the way....It's a lengthy read, that some will find is well worth-while to do so. "Publishers demand IP Rights To Protect Journalism" Cheers!! Added August 16th, 2011 - "Newspapers Need a DNA Transplant" http://www.editorandpublisher.com/Newsletter/Article/Newspapers-Need-a-DNA-Transplant March 6th, 2012 - "Newspapers: It’s not a revenue problem, it’s a culture problem" http://gigaom.com/2012/03/05/newspapers-its-not-a-revenue-problem-its-a-culture-problem/ “Publishers need to think how that [their] brand lives on the Web" - http://www.digiday.com/publishing/in-turnabout-publishers-act-like-marketers/ Rupert Murdoch: The future of newspapers is all digital http://dlvr.it/1V8dPY New Orleans, newspapers and the beginning of the end By Mathew Ingram May. 25, 2012 http://gigaom.com/2012/05/25/new-orleans-newspapers-and-the-beginning-of-the-end/ Friday Sep 21, 2012, 11:22pm EDT LOOK: $0.89 Up 0.08 (+10.53%) 4:00PM EDT|After Hours : 0.89 Up 0.00 (0.03%) 4:09PM EDT Two excellent articles I've just read (I feel) encapsulate this lon 'drawn out' road to come up with a solution that becomes, the 'intersection of search and display'. Read on.... "Do you hear that rumble in the distance? It’s change coming. What sort of change, you ask? Well, the events of the last few weeks collectively point to a pretty big shift in the search landscape. First, has traditional search engine usage reached its peak? When people skip over a search engine and go straight to Amazon for product search, it’s clear that either Amazon is doing something very right, or search engines need to improve their results. Changes to Google Shopping may help improve the experience for users, but is it too little too late?" http://www.mediapost.com/publications/article/183511/the-future-of-search.html Then.... "Google News, its executives tell me, now "algorithmically harvests" articles from more than 50,000 news sources across 72 editions and 30 languages. And Google News-powered results, Google says, are viewed by about 1 billion unique users a week. (Yep, that's billion with a b.) Which translates, for news outlets overall, to more than 4 billion clicks each month: 1 billion from Google News itself and an additional 3 billion from web search. As a Google representative put it, "That's about 100,000 business opportunities we provide publishers every minute." http://www.theatlantic.com/technology/archive/2012/09/google-news-at-10-how-the-algorithm-won-over-the-news-industry/262641/ It's been an amazing story all the way. With LUMA Partners publishing it's LUMAscapes that map over 1,500 companies across seven sub-sectors of digital:companies saying, that within the circles alone [they] represent approximately $3 trillion of market capitalization and $450 billion of cash and securities. - http://www.lumapartners.com/the-strategic-buyer-lumascape/ Where do they start to rein-in some of that invested capital? My thoughts are contained in the following two links: https://www.facebook.com/ross.bradley.18/posts/10151231209526605 http://seekingalpha.com/instablog/36191-lookingconfident/932031-an-rtb-global-open-marketplace-handling-up-to-100-billion-events-per-day?source=kizur#comment_update_link

RTB/Real-time bidding + data-driven audience buying - combined with "anonymized targeting" now appears to be, 'THE way to go'?

It would seem that the industry has come a long way since the AOL 'data' scandal [en.wikipedia.org/wiki/AOL_search_data_scandal] as, - on Aug 6, 2006- the (now) AOL owned TechCrunch reported: "AOL proudly releases massive amounts of user search data"

But it was only yesterday I had written that ....In a previous InstaPost I had suggested that Data was to be the "Holy Grail" for publishers, in a 'secondary' marketplace.


So it appears that any current concerns around tracking can (will?) be overcome according to what I feel is an announcement of substance today, by the use of anonymized targeting, that ......'can be done to protect user privacy while still improving the quality of advertisements for users and improving the value for advertisers.'

About that "Holy Grail" - I myself have said (for a while now) that the unique thing IS, that this data (or, at least - those many PUBLISHER SITES that 'users' regularly visit), CAN (should, could & will) ALWAYS REMAIN fully confidential (that's blind to all) .....

Today's substantial news (& an array of technology), announcement?

Tapad Announces Investors in First Real-time Advertising Platform for Smart Devices , with adexchanger.com telling of a list that includes a "who's who" of successful players.  

Tapad tell us on it's Beta website (www.tapad.com), that ..'it's cross-platform targeting enables advertisers to reach customers no matter what smart device they are using. 

Within the above-linked release and the adexchanger Q&A [Traasdahl Starts TapAd – A Mobile Demand Side Platform], we are told that ...

.....'they are very excited to partner with some of the most incredible online ad tech and mobile entrepreneurs who have shaped the online and mobile industries and that they are humbled to have them help them go after this big opportunity.

Tapad has created the first real-time advertising platform for smart devices, such as smartphones and smartTVs. 

This platform allows marketers and advertisers to make real-time decisions about the value of a user before serving an ad. 

Tapad combines audience intelligence and cross-device targeting, enabling advertisers to reach consumers no matter what device they are using.  The end result is more relevant advertising for users, higher ROI and efficiency for advertisers, and better monetization for publishers.

.............Tapad’s cloud-based, open platform is scalable to billions of ad impressions per day, providing unprecedented transparency and flexibility when buying smartphone, tablet and smartTV ads.

Gee, cloud-based?

Oh no. You've read it all before.





ps; [ 25th March: Tapad - Based in New York, the company boasts an impressive array of ad industry veterans among its investors, including Brian O'Kelley, founder of Right Media and AppNexus; Dave Morgan, founder of Tacoda; and ex DoubleClick CEO David Rosenblatt to name but a few. - [Tapad Brings Audience-based Buying to Mobile Devices]

Brian O'Kelley: AppNexus Makes Advertising More Personal, Profitable

pps; TapAd Brings Retargeting to Mobile


Disclosure: Long LOOK and happy to be so, too ....

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