From Ad Age

Can you have industry self-regulation if one of the biggest players isn’t following the guidelines?

That’s the challenge for online advertising in the face of mounting privacy concerns, and the source is one of the web’s biggest ad sellers: Facebook.

The social-media giant is running behaviorally targeted ads on its site that don’t include the little triangular icons that are the public face of the industry’s push to be more transparent about targeting.

The so-called Ad Options icon was created by the Digital Advertising Alliance, a consortium of ad trade groups, in part to prove to the government that the industry could be proactive about giving consumers information about the kind of data that advertisers and ad-related firms are collecting to tailor and target ad messages. But without the involvement of Facebook — by far the No. 1 publisher of display ads in the U.S. — the self-regulatory program will continue to sport a gaping hole.

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