Online advertisers need not fear Do Not Track legislation
Posted on Jul 27, 2012 by YuMe
Although politicians have been discussing a possible "Do Not Track" option for internet users for many months, advertisers likely have little to fear in terms of how possible regulations could crimp their audience engagement and data gathering strategies.
While proposed legislation has discussed disallowing several forms of audience tracking, journalist Christophor Rick believes that advertisers' ability to collect information on the types of interactions an ad received will still be intact.
"I don't see [any regulation] being able to eliminate behavioral tracking in regards to users interacting with the ad units or content, " wrote Rick on ReelSEO. "So if a user clicks on a banner ad or interacts with an interactive video overlay, it would still be traceable. That seems both logical and acceptable."
COO Adam Lehman agrees. While DNT laws will assuredly limit some data tracking, the world of digital and online-based advertising is quite broad.
"DNT tools will limit data activities in certain arenas -for example, the transfer between web sites and intermediaries of browsing data for use in ad targeting, " wrote Lehman in AdAge, "but these tools are not equipped (and likely can't ever be constructed) to regulate the full range of data relationships between consumers and companies."