Recent complaints that David Beckham’s whiskey ad promotes drinking among children remind brands of the ever-present danger of inappropriate age targeting. Can adtech targeting technologies provide the solution?
The Advertising Standards Authority (ASA)’s decision late in 2014 in relation to brand involvement in videos online highlights a growing trend for greater involvement by advertisers in content. The noise around content marketing and native advertising has been building for a while and much has been written already about the LEGO movie – an example of content marketing at its best. But now we are starting to see this in an increasing number of campaigns – and clearly the regulators are taking an interest too.
The IAB released the first part of its new guidance relating to native advertising formats today, focusing on outlining good practice relating to the display of native advertising within online and mobile content. In particular, the IAB concentrates on how companies can effectively make use of native advertising whilst still remaining compliant with the UK CAP Code and the Consumer Protection from Unfair Trading Regulations 2008.
The news this week that the Conservatives are spending more than £100,000 a month on Facebook shows that political parties are waking up to the huge potential benefits of adtech to their campaigning.
Rapid advances in technology are without a doubt shaping the advertising world and social media platforms are leading the way with an innovative focus on programmatic and native advertising. However, infiltrating the smartphone market through innovative digital advertising models is a continuously evolving challenge for businesses, as they look to monetise mobile users.
The UIDH – dubbed “zombie cookies” for the way in which they reappear on a user’s device after being deleted – are used by Verizon to tag and follow its mobile subscribers around the web. However, the concern from the cybersecurity industry over the last few months has been that third parties are able to use these unique customer identifiers to track mobile users who are unable to permanently delete the UIDH in the same way as a standard cookie.
At the end of November, the Article 29 Working Party clarified that the requirement to obtain a user’s consent when accessing or storing information on their device is not limited to cookies and applies to similar tracking technologies, such as device fingerprinting.
What does this mean for online service providers in practical terms?