Friday, June 22, 2012

Is DNT (Do Not Track) an opportunity?

There has been a lot of discussion and controversy in the media recently over the announcement by Microsoft to implement the Do Not Track setting (DNT) as a default in the next release of Internet Explorer. It's difficult to gauge the actual impact this would have but Tom Espos puts it well in his blog posting What's your BT contingency plan?

"It’s possible for behavioral targeting to go away with the flip of a switch.
That switch can take the form of legislation in the U.S., a popular browser plugin, new browser technology or in any number of other forms.  What form it takes doesn’t matter as much as having a contingency plan in place, just in case some of your favorite targeting methods can no longer be implemented, thanks to new technology or new laws."

While this issue will need time to pan itself out, those who are thought leaders and innovators will attempt to see beyond this current crisis. Of note is John Battelle who poses the possibility that DNT is an opportunity and not a threat.

"To me, this presents a huge opportunity for the owner of a site to engage with its readers, and explain quite clearly the fact that good content on the Internet is paid for by good marketing on the Internet. And good marketing often needs to use “tracking” data so as to present quality advertising in context. "

For those who are involved in some type of behavioral targeting (BT), whether as employment, trying to build a business, or even an investor, you should be worried. Coupled with the precedence set by the EU Data Protection Directive, you can be sure that this is not going away.

1 comment:

Anonymous said...

Hi Paul ... Nice thought...

Yet my own real concern is what I call a 'lack of engagement' between people in our world today and especially on social sites like Twitter, Facebook, Yahoo Finance et al ...

I've "Tweeted for help" on my own query, over on Twitter. But (I suspect) what will be "typical" - is a reluctance of anyone wanting to reply. There's a certain "fear" to do so - it seems?

How then can an owner of a site get to engage with its readers - those of who (themselves) are simply not prepared 'to engage'?

Thanks for the opportunity you have provided me, to engage. :)