A newer, sexier version of P3P?

A start-up called Better Advertising kicks off its public campaign this week to become the reference standard technology for online advertising industry self-regulation.  The technology manifests itself as an icon (the “Power I”) located in the upper-right corner of a participating advertiser’s display ad.  When a consumer mouses over the icon, they're presented with the data being used to perform behavioral targeting in the delivery of the ad, and have the option to opt out of future targeting.  The company says they enable advertisers to be more accountable to consumers.  Basically, it’s a way to expose what data is being used by what advertisers to force some restraint through transparency.

Previous attempts to disclose the use of consumer data for targeting haven’t fared too well.  For example, the Platform for Privacy Preferences project was a noble attempt to force advertisers to state in unequivocal terms how they used consumer data.  Those terms were actually embedded in a “compact policy” facility built into web browsers since 2002.  The organization supporting P3P was not a commercial entity like Better Advertising, and it's been dormant for three years. 

Another attempt, the Network Advertising Initiative, has been more successful, but today's regulatory and legislative circles that work on privacy matters suggest it's insufficient. The NAI is the organization behind the cookie-based opt out, long established as the vehicle for consumers to exert preferences over how their data is used.  But unlike the NAI, Better Advertising will actually provide details about how data is used before providing the opt out choice.

Draft legislation from Congressman Rick Boucher (D-VA), has thrown down the gauntlet to the industry, and FTC Chairman Jon Leibowitz has been rattling his sword at the industry for a year now.  If we collectively fail to act, swift and significant restrictions will be placed on advertisers' ability to leverage consumer information to improve media performance and deliver the most relevant advertising available.  Will the "Power I" get the job done?  A lot of media heavyweights support the effort, so it has as good a chance as any.  Transparency will be key, and the belief within legislative and regulatory circles that consumers will be satisfied with the options available to them. 

– Scott Nelson

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