Clicking on the icon in or around an ad unit lets consumers read disclosure statements regarding data collection and use associated with that advertisement. Consumers also can opt out and stop receiving future behaviorally targeted ads from the company.
Jerrold Son, VP of network operations at Specific Media, says the industry needs to take consumer privacy more seriously or risk ongoing backlash from privacy advocates. This may not become an impediment for Specific Media, but it could stifle industry growth, he says.
Today, the icon is being used for online display ads through traditional computers, but soon consumers will likely see similar ways to regulate data collection on and from platforms such as mobile, IPTV, and pre-roll ads. Set-top boxes collect oodles of data, yet there doesn't seem to be regulations governing the industry. Son says targeting remains at a minimum, if at all, from set-top boxes, but ultimately the goal is to target consumers with individual ads based on viewership and geographic region.
Sharing details about his visit last week to the Consumer Electronics Show in Las Vegas, Sons says many companies in the online ad targeting space will move into the set-top box industry.
Son says the industry moved too slow in the beginning, and now it's time to pick up the pace.