Topic Article: “Taming the Spies of Web Advertising”
Article Source: Full article and video are located here.
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This article, written by John Bussey of the WSJ’s The Biz Column, discusses an important issue to consumers as internet advertising continues to make leaps and bounds in the marketing industry. Consumers’ right to privacy has become a big debate in the industry, with opinions ranging the full spectrum. More specifically, the author addresses marketing companies’ right to track consumers and collect data to more effectively target their customers and sell their products. While many consumers feel that this is an invasion of their privacy and should be regulated, internet ad agencies think that their ability to track and collect data makes them more effective advertisers, which benefits people as marketing efforts become custom tailored to match their interests as consumers.
Bussey discusses how the industry has failed to “self-regulate”, and while the federal government seems a bit hesitant to step into the debate, Browsers such as Apple’s Safari and Mozilla Firefox are developing technology to improve what they call “cookie-blocking capabilities”. They are being encouraged by concerned consumers to put a stop to unwanted tracking and behavior-based advertising, which they feel is a violation of privacy that is not being offset by its benefits. The marketers argue that they will just find ways around it with their own developments in technology and will continue to be able to collect data against consumer wishes.
Bussey notes that a failure to recognize the desires of the consumers they are trying to target could end poorly for the marketers, as there will be more pressure on Congress to restrict and regulate.
What do you think? Is self-regulation an effective tool? Should the government be able to regulate how businesses collect information on consumers? Do you think it is a good idea to have marketers focus their energies on advertising only the things that you really care about, or does it make you uncomfortable to think that they know as much about you and your interests as your closest friends on Facebook?
I enjoyed reading your post! I think the government should get involved with how businesses collect information but on the minimal level. Such as to set regulations for companies as what they do with the information we provide willingly. If we enter email in to a field that will allow us to sign in to a website, I believe that my email should only be used for that. Advertisers should focus on their resources they can use to their advantage such as survey questions and number of likes on social media websites.
ReplyDeleteYou bring up an interesting point about your email only being used to gain access to a website that you have chosen to be a member of. I am wondering about the 'fine print' when you sign up for these websites. It is rare to find people who actually read the 'terms and conditions' they have to agree to before signing in for the first time. However, it is likely that companies are slipping allowances for 'extracurricular' use of your information as part of their terms and conditions for use of their website. In my opinion, this should be regulated in that it must be made more clear and less hidden, so people are aware of what exactly they are giving away to companies when they log in to their favorite sites.
ReplyDeleteThis is a very interesting subject. It has come to my attention over the last few years that when I look at certain things on sites like amazon, best but, bass pro shops etc., not soon after I get emails with deals and info on those items. While sometimes it seems beneficial it also scary to think to these sites are able to access such information. While im not big on government intervention it would seem that allowing companies to continue marketing this way could cause problems down the road and eventually raise privacy concerns.
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