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

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.