Telecom firms support BT ads opt-out

Share this article:

In a hearing last week before the US Senate Committee on Commerce, Science and Transpor­tation about broadband providers and consumer privacy, three lead­ing telecommunications providers committed to gaining consumers' consent before engaging in online targeted advertising.

AT&T, Time Warner Cable and Verizon Communications advo­cated creating a framework to pro­vide consumers an opportunity to consent to receive online targeted ads and protect their privacy. According to Peter Stern, chief strategy officer at Time Warner Cable, such a framework would only work if it is universally adopted by all providers of tar­geted online advertising, including ad networks, application providers and ISPs. The framework would cover elements such as transpar­ency, consumer control, privacy protection and consumer value.

“Setting proper policy in this area will be crucial to a healthy and growing Internet ecosystem,” said Dorothy Atwood, senior VP public policy and chief privacy officer at AT&T Services Inc., dur­ing the hearing.

All three companies were careful to differentiate between delivering ads to consumers based on their behavior on an individual Web site — which was referred to as relevant advertising and not tar­geted online advertising — and the practice of tracking a consumer's Web browsing and search activi­ties to develop a unique profile to deliver ads.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Ecstatic Over Programmatic

Ecstatic Over Programmatic

Ads purchased programmatically will double this year to $10 billion, and then again to $20 billion in 2016, a new study forecasts.

Atlas Hugged

Atlas Hugged

Facebook's reworking of Microsoft's old ad platform provides marketers with cross-device tracking capabilities and metrics. Will Atlas lift the social network to Googalian heights?

Online Display Spending to Grow $18 Billion in Next Five Years

Online Display Spending to Grow $18 Billion in ...

That's a compound annual growth rate of 13.7%. Offline advertising, meanwhile, will limp along at about 1% a year over the same period, according to Forrester.