Posts tagged with Aaaa

Why are marketers neutral on net neutrality?

It seems all anyone's talking about in terms of online policy these days is Facebook's privacy kerfluffle. Which is kind of a big deal, but small potatoes, really, when compared to the really big, burning, important issue of the day: net neutrality.

This critical issue may not be at the forefront of news, opinion columns and debate in the media, but the fact that digital marketers and e-commerce providers are ignoring it is as baffling as it is inexcusable. The major broadband providers: Comcast, Verizon, AT&T and Time Warner want to tax content providers. They want to determine what sites their subscribers can access, and how quickly - giving priority, of course, to their own products and services.

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And the performance data argument rages on

arguingThe 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.

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