Survival strategies for behavioral marketers
Posted: June 18, 2009
By: imediaconnection.com
It was announced recently that NebuAd closed down after a fairly lengthy controversy surrounding its ISP-based targeting system. As of this writing, UK-based sister company Phorm may also be on the chopping block; however, the ax has not fallen quite yet. Frankly, I was pleased to hear the news. The behavioral marketing industry as a whole is no stranger to controversy or federal involvement in policies and practices in our space; however, a consistent peccadillo has been the lack of understanding of the widely varied differences in how behavioral targeting is addressed by different companies.
All too often, behavioral firms tend to get lumped in together by both consumer advocacy groups and legislators whose good intentions of protecting consumer privacy often overlook the differences and certainly the benefits of behavioral targeting………[read entire article]
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