Mobile Advertising: I Saw What You Did And I Know Who You Are
Is mobile about to become the new battleground in a clash between consumer rights groups and the wider advertising community? It sure looks that way if we consider the complaint filed earlier this month by the Center for Digital Democracy and the U.S. Public Interest Research Group with the Federal Trade Commission.
The groups claim deceptive practices throughout the mobile advertising industry and ask the commission to launch an investigation into the privacy implications of marketing practices targeted at mobile phone users.
While the 52-page document highlights some valid concerns, it also exaggerates the intent and ability of the some 50 vendors listed in the complaint to threaten privacy and consumer welfare.
This hyperbole is unfortunate as it seriously compromises the credibility of the complaint and clouds the core issues that the mobile industry must address, such as improved citizen education about the costs and benefits of providing personal data.
Searching for answers
Take the example of ChaCha, a people-powered search service I have tracked since it launched its mobile service and subsequent mobile advertising solution last year.
The complaint charges that this mobile search is guilty of a “covert approach” to mobile advertising. It bases this observation on ChaCha marketing material which states: “There’s no complicated opt-in process-users are part of ChaCha when they ask their first question, and your valuable message or offer is integrated naturally into the answers they receive.”
Read the rest of this guest column on Mobile Marketer
Disclaimer: I am a Collaborator with Every Single One Of Us. AdMob has been an MSG supporter; Bango is an MSG supporter.
Tags: AdMob, bango, Every Single One Of Us, Xtract
