Mobile advertisiing addressing privacy concerns


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Mobile advertisiing addressing privacy concerns

  1. 1. Targeting Privacy in Mobile Advertising
  2. 2. Targeting Privacy in How Is Information for Targeting Collected?Mobile Advertising The operator has a number of ways to collect information that can be used to create user profiles for targeting ads. Some of these capabilities are unique to the mobile industry,Addressing Privacy Concerns of Subscribers Who Get and this can give operators an advantage in the competitionMobile Ads for advertisers. Information-gathering methods may include:The many benefits of mobile advertising for the parties • Volunteered Information: Users can volunteerinvolved are well-documented. Advertisers can gain effective information by filling out mobile ad participation formsand economical new ways to reach consumers; operators with their interests, etc. This may in some cases be acan benefit from new sources of income and new revenue highly valuable method of obtaining relevant information.streams. Users can get options for attractive valuable benefits,such as discounted and free services. • Demographic Information: The operator network knows key information about its subscribers, includingMobile advertising has many admirers — but it also has its gender, age, occupation, home location and more.detractors. One of the most mentioned objections to mobileadvertising is that it may invade individual privacy. • Phone and Billing Information: This includes the type of handset, bandwidth speed, payment plan andThis article discusses mobile advertising privacy concerns method, usage information, amount spent on variousand suggests ways to try to address those concerns. types of services, what services are being used and how often, etc.Targeting Raises Concerns Regarding MobileAdvertising and Privacy • Location Information: The operator can know exactly where a subscriber is, how fast the subscriber is moving,Mobile advertising can be targeted, which means that it is roaming status, etc.tailored to user interests. This makes it more valuable toadvertisers than untargeted advertising because advertisers • Contextual Information: Mobile Internet banners,can more successfully reach their prime market and get for example, can be based on the website visited,better results. Getting the right ad to the right person messaging advertising can be based on topics(matching people with the ads most relevant to them) can mentioned in the messagesboost click-through rates and return more value for theadvertising dollar. • Behavioral Information: The operator can track user behavior by means of keywords, sites visited and deepMobile ad targeting engines require information about packet inspection, which gives detailed informationusers. Collection and manipulation of user information, about the user’s Web activity.together with the possibility of sharing that information, mayraise privacy concerns; some users may fear that personal Information gathered by the above methods can be usedinformation is being gathered without permission. to determine the optimal content and delivery method for advertising.Beyond that, if personal information is shared, then the usermay be exposed to various forms of unsolicited contact Preserving the Bond of Trustfrom other parties or spam. Moreover, although the mobilephone is a private device, other people sometimes borrow In order to try to address user privacy concerns, operatorsthe device or otherwise glance at the screen. Users have can make it clear to all that respect for privacy is a coreprivate interests that they don’t always want to share with principle, and take steps intended to ensure that privacy isothers, and these interests could theoretically be reflected in safeguarded. These steps may include, for example:targeted ads and seen by others who borrow the device orglance at the screen.For more information please visit 2
  3. 3. • Sensitivity and Selectivity: Obtaining ample information That is why many mobile operators have been for accurate targeting without using information- exceedingly proactive in constructing guidelines and collecting methods that might cause consumer concern, best-practice recommendations for mobile advertising. such as deep packet inspection.• Opt In: Giving users the option to choose to participate in mobile advertising in order to receive incentives and other benefits. Users opting in could be given access to information about how data for targeting is collected and assurances that all privacy principles are strictly adhered to. One possibility may be to allow interested users to select the degree of targeting that they want applied.• Storage and Usage: Securing and controlling any storage and usage of data.• No Peeking: Assuring the user that targeting engines only – and not human eyes on the operator end – will see the information. Systems could be configured in such a way that they use the data but do not recognize or identify individuals.• Privacy Policies: Being in the forefront of creating (and adhering to) appropriate privacy policies.Caring Partners Care about User PrivacyOperators (and advertisers) want to be seen as caringpartners in the ecosystem who protect the privacy of theirconsumers. Done correctly, targeting leads to a positive userexperience that can benefit all parties.Operators should be eager to protect user privacy becausethis is a key foundation of the trusted operator-subscriberrelationship. Maintaining the trust that is the basis of thatrelationship can result in benefits to the operator such ashigh rates of user participation in mobile advertising, theconfidence of advertisers, the loyalty of subscribers, and thepreservation of the operator’s good name. About Comverse Comverse is the world’s leading provider of software and systems Copyright ©2009 Comverse, Inc. All rights reserved. enabling value-added services for voice, messaging, mobile Internet and mobile advertising; converged billing and active customer Comverse, its logo, the spark design, Kenan and Netcentrex are registered management; and IP communications. Comverse’s extensive trademarks of Comverse Technology, Inc. or its subsidiaries in the United customer base spans more than 130 countries and covers over States and other selected countries. Other denoted product names of 500 communication service providers serving more than two Comverse or other companies may be trademarks or registered trademarks billion subscribers. The company’s innovative product portfolio of Comverse, Inc. or its subsidiaries, or their respective owners. The materials enables communication service providers to unleash the value of presented in this communication are summary in nature, subject to change, the network for their customers by making their networks smarter. and intended for general information only.For more information please visit 3