The recently wrapped AAAA conference in New Orleans was notable for something that didn't happen. It didn't produce an agreement on who owns performance data from online campaigns, and it is going to turn in to a brawl.
The AAAA had formed a task force with the IAB to study the issue. They were slated to deliver its recommendations at the event. At issue is the role of measurement agencies, content owners, and search engines. No one doubts that the advertiser and the agency own performance data. But there is a school of thought that says they shouldn't own it exclusively. After all, if a campaign runs as pay-per-click, shouldn't the website own the data?
The issue will come down to individual relationships. It is not a sweeping rule that will be handed down and followed blindly. If P&G tells Yahoo, for example, that under no circumstances will it tolerate any usage of what it considers proprietary data, it's hard to argue that. If a startup company wants to share its data in return for a better CPM, that deal will happen. The result here, will be gray, not black and white.
Read more...
by John Gaffney
06 March 2009 18:46pm
0 comments
