If the FTC’s recommended “Do Not Track” button does eventually get added to web browsers, allowing users to block cookies that allow advertisers to follow people as they surf from web page to web page and serve ads based on that activity, then contextual and semantic advertising could become a more prominent form of ad targeting. Right now, publishers say they rely much more heavily on contextual ad targeting than on the wider kind used by outside ad trackers.
Even if there are no new regulations, Microsoft’s addition of a “do not track” feature in the latest version of its Internet Explorer suggests that companies on their own my make it more difficult to serve ads based on users’ web surfing patterns. With that in mind, sell-side platform Rubicon Project is partnering with “cookie-free” semantic ad specialist Peer39 to offer its services to publishers through its platform.
No comments:
Post a Comment