By Bill Densmore and Don Marti RELATED LINKS: What is data leakage? How the ITE can solve data leakage and fosters ethical advertising) Service journalism and the web advertising problem INTRODUCTION Web sites that depend on reaching users with trustworthy content are part of what we’ll call “Team Signal.” They are in a contest with…… Continue reading An opportunity for local news sites — testing how many of your best readers you’re giving away to ad networks
By Don Marti Legitimate consumer privacy tools and high-reputation publishers, working together, can transform advertising on the web. Tools and sites can help users block low-value, cold-call-like targeted ads while permitting signal-carrying ads, the ones that respect users’ choices not to be tracked. It’s one goal of the Information Trust Exchange project to help publishers…… Continue reading How a news-industry trade group may be helping regulators (and the ITE) to support quality and privacy
By Don Marti Start toward the end of “right ad to the right user at the right time”. That’s my aspiration for 2017. The current web advertising model depends on tracking the same user across multiple sites (either “anonymously” or using PII). Per-user targeting across the web is unsustainable and likely to become less available…… Continue reading A new year’s resolution: The end of ‘right ad to the right user at the right time’
By Bill Densmore ITE Project Director Almost two years in the making, a new initiative backed by many major U.S. publishers might have the potential to cut down on problems with fraud and privacy abuses in the digital advertising industry. “TrustX,” unveiled on Monday by Digital Content Next, a trade association of online publishers, (and already…… Continue reading TrustX intentions might help fix digital advertising for publishers — and users
What is “data leakage”? It’s when advertising technology companies, using tracking cookies placed on the computers of an unsuspecting user, assemble a profile of the user. Once they’ve done so, they can sell advertising to brands and “find” those users at all kinds of websites, rather than on the website where they started. The…… Continue reading “Data leakage”: What happens when ad-tech companies get ahold of a publisher’s user information through cookies?
LINK TO THIS POST In several descriptions of the Information Trust Exchange, the word "signaling" is used. This post provides some context, and also introduces a new acronym -- "CHEDDAR." Academic and marketers earn degrees and spend careers trying to understand what makes an advertisement effective -- either directly selling a good or service, or… Continue reading What do we mean by “signaling” in talking about web advertising, and what’s CHEDDAR?
Are Audience Profile Books and the Information Trust Exchange marketplace like a railroad switchyard? In a railroad switch yard trains come in from all over the place and box cars of goods are switched around and made up to different trains and then go on their way. Imagine in our digital world that a “boxcar” represents…… Continue reading The switchyard analogy: Managing anonymous user data to send relevant ads to proper destinations