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<atom:link href="http://adage.com/article/digitalnext/track-make-online-advertising/237850/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: Why Do Not Track Will Make Online Advertising Better (Seriously)]]></title>
<link>http://adage.com/article/digitalnext/track-make-online-advertising/237850/#comments</link>
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<description><![CDATA[Anti-tracking legislation will make online advertising more relevant and innovative and help launch a prosperous era of digital marketing.]]></description>
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<title><![CDATA[By: cathlyn park]]></title>
<link>http://adage.com/article/digitalnext/track-make-online-advertising/237850/#comments-106249</link>
<description><![CDATA[Honestly, I think &ldquo;do not track&rdquo; seems like a good idea as it does address a key privacy issue. While it will impair some of the more &ldquo;smarter&rdquo; and quantitative ways to assess online advertising campaigns, there is merit to what they want to do. BUT, I think some other people might actually like being tracked especially if they want &ldquo;smarter&rdquo; advertisements. So my opinion is to let people decide if they want it and make that choice more visible. From there, marketers like us should just stick to best practices like the ones listed here: http://www.sbtelegram.com/2012/10/25/the-2012-quickstart-guide-to-online-advertising/ . Tracked or not tracked, we must give viewers the best experience possible even with our ads.]]></description>
<pubDate>Wed, 07 Nov 2012 10:57 EST</pubDate>
<author>cathlyn park</author>
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<title><![CDATA[By: Michael Skladony]]></title>
<link>http://adage.com/article/digitalnext/track-make-online-advertising/237850/#comments-106025</link>
<description><![CDATA[www.Semcasting.com, Semcasting is a DNT compliant alternative to behavioral targeting and outperforms behavioral targeting by an average of 128%...check it out]]></description>
<pubDate>Fri, 26 Oct 2012 16:30 EDT</pubDate>
<author>Michael Skladony</author>
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<title><![CDATA[By: Peter Klein]]></title>
<link>http://adage.com/article/digitalnext/track-make-online-advertising/237850/#comments-105983</link>
<description><![CDATA[Agreed Kerrin, and thanks MJ H. I appreciate the well articulated thoughts from both of you. I do want to reiterate/clarify that I do NOT want to see DNT laws enacted. Period. It&#039;s not a positive spin, and I&#039;ve been in online marketing for 13 years and I don&#039;t need unwarranted levels of difficulty to drive forward for another few decades. I continue to push forward self regulation especially in the performance marketing industry to avoid these headaches. The less the government gets involved in any activity, the better it is for our industry. My overall point is there are a lot of overly dramatic &quot;the end is near&quot; commentaries out there with no facts - and that is an easy and obvious point to make to get free PR for a company. The end is nowhere in sight, I do not believe these laws will pass, and we will always find new ways to market and overcome the hurdles as they arise.]]></description>
<pubDate>Thu, 25 Oct 2012 11:17 EDT</pubDate>
<author>Peter Klein</author>
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<title><![CDATA[By: Kerrin Naude]]></title>
<link>http://adage.com/article/digitalnext/track-make-online-advertising/237850/#comments-105908</link>
<description><![CDATA[@MH H Sir, the positive spin I&#039;m sure the author is alluding to is that advertisers will be able to get back to doing what they came here to do - that is ADVERTISING. Tracking and metrics is a by-product of an ever-expanding internet that we created for ourselves in the quest for media space and, ironically, attention. When the money eventually starts funneling back in to real strategy and creativity (which it will out of necessity) you may be pleasantly surprised at the resultant landscape. I wouldn&#039;t be so quick to defend the rather crude methods of a sub-industry that was basically given a free ride for years. 

The consumers are, quite rightly, tired of it and legally should be entitled to not have ALL of their activities monitored in the way that are now. I have been running DNT for a while now mainly to rid myself of one incessantly pesky local but large advertiser whose very corporate colors I have come to loathe (via Facebook Connect). I don&#039;t have interests on FB - they might know my age and city at best. As an advertising professional myself, this pains me to see such lowbrow short-term tactics employed instead of an actual thought-out proposition.]]></description>
<pubDate>Tue, 23 Oct 2012 10:02 EDT</pubDate>
<author>Kerrin Naude</author>
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<title><![CDATA[By: MJ H]]></title>
<link>http://adage.com/article/digitalnext/track-make-online-advertising/237850/#comments-105872</link>
<description><![CDATA[It seems, Peter, as though you have failed to understand what tracking actually is. 
&quot;Do Not Track will force marketers to be more creative in their campaigns, tapping into legally available data -- users&#039; expressed interests.&quot; That&#039;s what tracking does. It looks at legally available data on a user&#039;s interests. It does not go any further than that, and for you to write an article like this only further fans the flames of an argument that holds no merit. Your last sentence implies that we should work with consumers -- and that is exactly what is being done. If someone visits a page that sells shoes, leaves, and goes to another website, the advertiser can now show an ad to that consumer based on their interest in those shoes -- the interest that the consumer has expressed. This is the extent of what tracking tells a marketer. 
I&#039;m wondering what your suggestions would be to be more creative and look for ways to &#039;properly&#039; target consumers. The great disadvantage of display networks is that you really have no control over where your ad will be placed: that includes, not only the URL, but the topic as well. You might bid on a specific keyword, but a network may improperly categorize a page based on keywords present in the page. This leaves you with few options, and is precisely the reason why display advertising had a difficult time for so many years. 
And the reason why Facebook retargeting is popular is because it allows you to use first-party data (your data on customer behavior - literally the interests they have expressed on your site) instead of relying on third-party data as you suggest. 
Good attempt, however, at positive spin.]]></description>
<pubDate>Mon, 22 Oct 2012 11:44 EDT</pubDate>
<author>MJ H</author>
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