• Mashable, Friday, February 4, 2011 10 AM

Behavioral marketing is in trouble, says David Yovanno, CEO of social media firm Gigya. He says that publishers are removing third-party widgets and other technology designed to capture and sell user data without users' express permission. He says sites like Facebook are cracking down on "data scraping" and that "Do Not Track" is giving consumers control of data within the browser.

Yovanno says these pressures are leading to new forms of permission marketing. "But these are merely symptoms of a larger problem with interactive advertising: a lack of transparency," he writes. "It's a problem that new social tools will play a significant role in addressing. Rather than an endgame where consumers completely block any sort of data sharing, I see a future where marketers take the high road and both sides benefit from better quality data, advertising and content. Today, technologies like Facebook Connect and OAuth are helping to redefine the concept of permission marketing."

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