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Ad Revenue 2009 Government Regulation And Online Advertising
 

Ad Revenue 2009 Government Regulation And Online Advertising

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Presented by Alan Chapell at PubMatic's premium publisher conference, Ad Revenue 2009. The conference was October 8th, NYC. This presentation is about how government regulation on advertising might ...

Presented by Alan Chapell at PubMatic's premium publisher conference, Ad Revenue 2009. The conference was October 8th, NYC. This presentation is about how government regulation on advertising might impact online publishers.

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    Ad Revenue 2009 Government Regulation And Online Advertising Ad Revenue 2009 Government Regulation And Online Advertising Presentation Transcript

    • Government Regulation: Everything Publishers Need to Know, and Nothing They Don't. Alan Chapell, JD, CIPP Chapell & Associates 1
    • Must be time for the privacy guy to speak…
    • Lots of Moving Parts…   Industry Self-Regulation   Network Advertising Initiative   IAB / AAAA / DMA Coalition   Government Regulation   FTC Principles   Boucher Principles   Privacy Advocates   CDT, CDD, FOPF, Soghoian
    • “Industry needs to do a better job of meaningful, rigorous self-regulation or it will certainly invite legislation by Congress and a more regulatory approach by our Commission. Put simply, this could be the last clear chance to show that self-regulation can – and will – effectively protect consumers’ privacy in a dynamic online marketplace.” FTC Chairman Jon Leibowitz
    • The New FTC   In synch with privacy advocates’ views   “Privacy is an important value by itself”- it should be protected even without quantifiable harm to consumers   “Online behavioral tracking and targeting can be used to unfairly discriminate against consumers.”   Notice and Choice for BT should exist OUTSIDE of the privacy policy   Non-PII BT more important than social security #?   Town Hall Meetings – Dec 7 is the first
    • Consumer Research   Annenberg Study Conclusions   Consumers don’t like targeted ads HOWEVER……….   Consumers don’t like taxes – should we get rid of them?   Do consumers like ANY advertising?   Where is the study from Industry?   IAB Economic Impact study a good start   Trade off between targeted ads and free content?
    • Boucher Bill   “Just a bill….”   Support in DC is inversely proportional to Industry Response   Definitions are key   “third party” “ad network” “network operator”   Safe Harbor   Participation in Industry Assoc more important than ever.   Affirmative Consent vs. Opt-out Consent
    • The Industry Response   Notice OUTSIDE the Advertisement   Opt-out Choice Protector   Data Retention Standards   Consumer Education   Other Industry Issues   Educating Washington   Flash cookies?
    • Outside the Ad Notice
    • Outside the Ad Notice
    • What Should You Do?   Join a Self-Reg Program (if you haven’t already)   Participate in the Process   Don’t throw each other under the bus in DC   Vet your ad targeting partners   Hire a privacy officer (even part-time)
    • QUESTIONS / DISCUSSION Alan Chapell Chapell & Associates alan@chapellassociates.com 13