OPINIONATED

NEW DATA USE GUIDELINES FOR AMERICA

An amended model contract has been released for online media procurement that would limit advertiser’s and publisher’s ability to use data “owned” by one or the other.

The Interactive Advertising Bureau and Association of American Advertising Agencies has released an updated contract for media buys that is a guide to new voluntary terms and conditions.

“Data is highly sensitive and valuable to all parties involved in interactive advertising,” Jeremy Fain, vice president of industry services, IAB explained.

“The data uses section was very generic. It just said, ‘We don’t have an opinion on this, everything’s owned by everybody, and everything can be owned by everybody.  As we’ve developed things like behavioral targeting, user profiling, etc., we obviously needed some guidelines.”

The new terms and conditions declares that advertisers and publishers can’t create profiles based on how users interact with certain advertisers:

“If, for example, it is known that a media company has only one auto brand advertising on its site and it develops a behavioral targeting segment called ‘auto enthusiasts’ based solely or substantially on user interactions with ads from that one auto brand, it would be a breach of contract,” the updated contract states.

Another one of the updated terms and conditions restricts advertisers’ ability to retarget users based on information collected at publishers’ sites, i.e. advertisers (and their agencies) can’t decide to send a second ad to users simply because they already viewed a first ad at a particular publisher’s site.

Apart from limits on data use, the new terms and conditions also covers issue like billing and payment, cancellation and how to handle late creative’s.

As UK’s IAB strengthens its guidelines to follow best practices, likewise the US bodies seem to have risen to the wake up call. The IAB and 4As will accept public comment on the updated terms and conditions until Jan. 29, 2010

Via Mediapost

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