Understanding Will Breed Trust…
Consumers need to understand more about what is being done online. The understanding will breed trust, and the trust will breed a more viable advertising solution.
We agree with Jeff Hirsch, CEO of AudienceScience. But talk is cheap. Will industry really seek to deliver on user trust? We hope so but we also think that many aren’t yet engaged in the hard work needed to move the online ad system in the right direction. In addition to FPF’s ongoing efforts involving consumer testing of the best words and symbols to educate users about online personalization, this process requires serious effort to fix the broken opt-out process, to define which sensitive profiling categories should be restricted and to set maximum retention times for clickstream profiles. And let’s not forget giving users accesss to their profile requests.
We created a leading practices gallery to highlight leaders in offering consumers transparency and genuine choice. Unfortunately too many are sitting back, waiting for the problem to go away.
