2010 was the inaugural year for the MOJO Blog, and Mediaplex has had terrific response to our many posts covering everything from products, tips & tricks, industry events, the advertising industry to special interest stories. The MOJO Blog had an array of contributors this year including our product managers, account managers, and product solutions teams, which has helped us engage our clients, prospects and industry professionals throughout the year.
The following are some of the most popular MOJO Blog articles of 2010:
- Why Third-Party Ad Servers Are Necessary in the Emerging DSP Market
- Flash on the iPhone? Don’t hold your breath!
- 4 Keys to a Successful Dynamic Display Ad Campaign
- Mobile Industry Landscape
- HTML 5: Why You Should Care
- Empowering Customers with Path to Conversion Analysis
- Tying in Offline Conversions with Your Online Campaigns
The overall response to our blog since its launch has been overwhelmingly positive, and we look forward to continuing the MOJO Blog and bringing you thought leadership as it relates to the online advertising world on into 2011.
For any Mediaplex client who is looking to participate in our weekly webinars. Here is a schedule below. This list is also available in the Help Menu in MOJO.
January – March 2011
- January 6 — Basic Adserver (Trafficking & Reports)
- January 13 — Media Director
- January 20 — Basic Adserver (Trafficking & Reports)
- January 27 — Rules/Targeting
- February 3 — Basic Adserver (Trafficking & Reports)
- February 10 — Optimizer
- February 17 — Basic Adserver (Trafficking & Reports)
- February 24 — Master Client Tags
- March 3 — Basic Adserver (Trafficking & Reports)
- March 10 — XML Workbook
- March 17 — Basic Adserver (Trafficking & Reports)
- March 24 — In-Dept Reporting
- March 31 — Basic Adserver (Trafficking & Reports)
*All webinars begin at 10am Pacific/ 1pm Eastern unless otherwise noted.
**Click here for a description of the different webinars.
***Please contact your Mediaplex Account Manager for details and to sign up for any of our complimentary webinars.
From December 12-15, the Arizona Biltmore hosts advertisers, marketers and agencies to the iMedia Agency Summit. Mediaplex reps will be on-hand to meet and socialize with new and existing clients.
The topic of the summit is “The Media Bermuda Triangle: The Mysteries of the evolving digital media,” a great discussion point for digial advertising.
More Pictures from the event will be available here and more are coming every day.
Last week, the FTC released its long awaited privacy report. Many points covered in the report are not new to the ongoing discussion many of us in the industry have been engaging in regarding online privacy for consumers. For example, the report proposes three main approaches to improve consumer privacy:
1. “Privacy by Design” – the idea that companies should build into their operations privacy protections. This is something that companies like Mediaplex are already doing through opt-out mechanisms, privacy policies, etc.
2. Present privacy choice to consumers in a simple, clear to understand and easy to use format. This is where the Commission suggests the implementation of a “Do Not Track” mechanism for third-party ads, and is basically the same as the shared opt-out mechanism provided by the NAI that Mediaplex currently participates in.
3. Improve transparency – clearer, easier to understand privacy notices. Mediaplex has also been working with the NAI to incorporate concise, consumer-facing summaries of what we do as part of the shared opt-out mechanism.
These three approaches can be summarized as (a) greater consumer education, (b) industry efforts to provide privacy mechanisms, and (c) improving consumer notice and choice. As members of the NAI and IAB, Mediaplex and ValueClick have been actively working toward providing industry self-regulation to address these concerns. In fact, in the Preliminary FTC Staff Privacy Report, Chairman Jon Leibowitz does recognize the online advertising industry’s efforts at self-regulation, and acknowledges this as a viable option for achieving the goal of protecting consumer privacy and rights online. He does, however, comment that “We’re going to give them a little time, but we’d like to see the companies work a lot faster and make consumer choice a lot easier.” Full text can be accessed here: http://www.ftc.gov/speeches/leibowitz/101201privacyreportremarks.pdf
It is important to note that the second approach mentioned above regarding the suggestion from the FTC of a “Do Not Track” mechanism has been contentious and has created some concern in the industry. Following on closely to the privacy report, a “Do Not Track Hearing” was held by the House Commerce Committee (Subcommittee on Consumer Protection) on December 2, 2010. During this hearing a number of different opinions were heard, including the concern about the technical feasibility of implementing such a system, as well as how appropriate it is for the government to make decisions on this and how this would affect advertising subsidized content.
Although there is still more that the online advertising industry can and should do, at this point it is important to also look back and review how much progress has been made, even in just the last year.
- The Network Advertising Industry (‘NAI’ – http://www.networkadvertising.org/) maintains an opt-out mechanism that in a single action allows consumers to opt-out of tracking from over 60 separate online advertising companies.
- The NAI has also released a Firefox add-on designed to work with opt-outs from its member companies: http://www.networkadvertising.org/managing/protector_license.asp
- A group of major media and marketing associations released a Self-Regulatory Program for Online Behavioral Advertising: http://www.aboutads.info/principles/
- As part of this program, the NAI and the Internet Advertising Bureau (‘IAB’ – http://www.iab.net/) – as well as other participating organizations – are collaborating on standardizing an “Advertising Option Icon” as a means for providing enhanced notice of online behavioral advertising practices.
- Companies like Google and Yahoo! have already implemented their own versions of this Enhanced Notice.
The above mentioned points represent both the time and resources that organizations and companies in the online advertising industry have already contributed to improving consumer privacy protection in the online advertising industry.
Overall I believe that the FTC’s Privacy Report demonstrates that the online advertising industry has been moving in the right direction, and that the FTC is willing to give the industry more time to organize solutions to the goals they outline as long as progress continues to be demonstrated.
The following are links to more information on this issue, and related organizations or activities:
- More information on what the NAI is doing can be found here: http://www.networkadvertising.org/managing/.
- More information on the IAB’s public policy efforts can be found here: http://www.iab.net/public_policy, and the IAB review of the FTC’s Privacy Report can be read here: http://www.iab.net/public_policy/1481209
- The FTC press release can be read here:
FTC Staff Issues Privacy Report Offers Framework for Consumers, Businesses, and Policymakers
- Full report is accessible here:
Today, Mediaplex will be attending the BIMA and CIMA events in Boston and Chicago. Mediaplex is very involved in these organizations and will have people attending from our San Francisco and New York offices. We are very excited to be a part of these events and look forward to seeing all of our friends, clients and associates there.
Please stop by and say hello!