In an effort to fend off FTC regulation on digital privacy, the IAB this week endorsed a symbol to be used in banner ad campaigns as part of an industry endeavor to demonstrate our ability to self regulate. The icon, dubbed the “Power I”, was designed and focus group tested by a consortium of industry players including the IAB, the DMA, the ANA and the AAAAs to alert consumers when behavioral targeting is employed. It is part of a larger consumer education push that will ask “Why did I get this ad?” in smallish type on behavioral banner ads and provide a link to a page with information about privacy in advertising. Major online advertisers are expected to start incorporating the symbol in ads this summer though they are not mandated to do so.
It remains to be seen if this approach will help assuage consumer concerns. It might just confuse them. One thing we do know – it won’t work without wide advertiser adoption and in fact will likely penalize the early advertisers who first use it if fast followers don’t appear well, fast.
Do you think consumers will appreciate the disclosure?
