IAB champions behavioural targeted ads at ISBA conference

Richard Eyre of IAB
Richard Eyre of IAB

LONDON - Behavioural targeted advertising would be a 'game-changer' for advertisers, Richard Eyre, chairman of the Internet Advertising Bureau (IAB), told marketers at the ISBA conference today.

The Internet Advertising Bureau (IAB) has collaborated with key players in online behavioural advertising to launch the UK's first self-regulatory guidelines to set good practice for companies that collect and use data for online behavioural advertising purposes.

The move comes as Sky Media's managing director Nick Milligan pointed toward Sky's hope of introducing ‘targeted substitutional advertising' for TV in the next few years, letting advertisers talk to consumers on a ‘one-to-one' basis.

Eyre said that behavioural advertising was ‘easier to attack than defend' with a ‘Daily Mail' response over privacy concerns.

He said behavioural advertising targeting ‘redeems us from geriatric measurement' systems.

Ofcom's chief executive Ed Richards agreed that negativity over behavioural targeting activity by Phorm was ‘unfortunate' as consumers wanted more relevant advertising if handled ‘transparently'.

Richards called on other media companies to sign up to the IAB's self-regulatory code.

The companies currently signed-up to the IAB Good Practice Principles include AOL, Google, Microsoft Advertising, Phorm and Yahoo!

Supported by the Information Commissioner's Office (ICO), the independent data protection regulator, the IAB said its code set out commitments to transparency, user choice and education.

Research conducted by the IAB found that 85% of consumers would rather have free content on the internet with advertising on websites, rather than pay a premium not to have advertising.  More than half of those internet users surveyed would prefer to receive advertising that is relevant to them, whereas only 9% would not. 

Eyre argued that every media company needed to enhance their business digitally and needed a ‘bullet-proof' plan for the development of the web.

He said we ‘must act' to stop Culture Secretary Andy Burnham from over-regulating the internet, calling for self-regulation by the industry. Eyre added that he was in favour of ‘relaxing the tourniquet of CRR' on ITV to allow ad growth.




Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message