Intelligent approach required for targeted ads, says expert
The online advertising sector needs to take a more measured approach to the issue of behaviourally targeted advertising, it has been claimed.
Speaking at the Westminster eForum on online advertising, Simon Waldman of the Guardian Media Group (GMG) called for regulators and publishers to refrain from overreacting to the privacy issues linked to the format, Journalism.co.uk reports.
Targeted ad firm Phorm is currently trialling its technology with BT broadband customers, with the system tracking users’ web browsing habits to serve ads based on this data.
Mr Waldman said that regulation of this medium will become one of the most important issues for the overall ad market in the near future.
"The issue of privacy is going to rear its head and I hope there’s an intelligent approach to it and not scaremongering," he commented.
GMG pulled out of talks to sign up to Phorm’s ad network earlier this year as a result of a mismatch of values, it said.
