FTC Crackdown on Behavioral Targeting

February 13, 2009

FTC in the News:

Federal Trade Commission staff today issued a report describing its ongoing examination of online behavioral advertising and setting forth revisions to proposed principles to govern self-regulatory efforts in this area. The key issue concerns how online advertisers can best protect consumers’ privacy while collecting information about their online activities.

The FTC is on the hunt again. This time it’s behavioral targeting. I’m sure heads will roll and companies will be put out of business, but really for what?  Consider when a user is targeted properly by an advertiser the ad that they see is based upon their past interests, and surfing 1history.  This should be a good thing, right? I delight when I see a well place ad from ESPN, because their ad agency has done some research and understood how to best communicate with me. I understand there needs to be regulation, and I support the FTC’s efforts regarding most endeavors, but are they upholding their tag line of “Protecting Americas Consumers” on this one?

What do you think?

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4 Secrets to Success for Continuity Programs

October 23, 2008

Recently I’ve had conversations where I’ve touted the power of a good continuity program. From Ringtones, to Dating offers, continuity is the name of the game. After a small initial sign up fee the user is then obligated to pay on a (usually) monthly basis to the advertiser.

4 Secrets to success of a continuity program

1. Charge for the first months membership after the first 7 to 14 days as a member
2. Allow for incentivized traffic on these offers
3. Analyze – Measure and quantify your allowable acquisition rate
4. REPEAT