Behavioural Advertising and Personalisation
If you are considering undertaking customer monitoring, offering personalisation, providing targetted recommendations or even just appointing an advertiser that uses online behavioural advertising, reading guidance from the Internet Advertising Bureau UK (IAB-UK) is a good starting point.
The IAB have developed a consumer-orientated website Your Online Choices, a guide to online behavioural advertising and online privacy.
However, more useful reading matter is the IAB's Good Practice Principles for Online Behavioural Advertising. The principles are self-regulatory and prospectively binding on each member in respect of their UK operations. Also remember the principles I discussed last month in User Analytics and Tracking. Whether your company, or advert network, is a signatory or not, it makes sense to understand the issues and apply them in your own online provisions. Consider what data are really necessary and ensure compliance with all internal and external mandates, including legislation.
Posted on: 25 September 2009 at 09:25 hrs
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