tag:blogger.com,1999:blog-27666987736933513892011-04-22T06:43:38.383+10:00A Blog from Vanessa Adams - Australian DigeratiVanessa Adamshttp://www.blogger.com/profile/03135174488708298571noreply@blogger.comBlogger11100tag:blogger.com,1999:blog-2766698773693351389.post-73462158893087164832009-01-15T18:08:00.000+11:002009-01-15T18:38:56.281+11:00The article from the Australian below has certainly fuelled a few opinions. The truth of the matter is that retargeting ads is happening and has been happening since before the dot com crash of 2000/2001.<br />Technically its been possible for almost a decade! Its not something new, but it seems like there is a degree of sloppiness in the industry to keep the process in check.<br /><br />Of course technology providers promote the features of re-targeting and behavioural implementation. It is a ad serving, technological right if the campaign warrants it.<br /><br />There are probably a few dodgy agencies and clients out there, who don't disclose that information to the publishers/ networks, and I am sure there are those that do as a matter of process and full disclosure at the time of campaign briefing &amp; into buying negotiation.<br /><br />Surely a closer examination of processes and reading the fine print on IO's before issuing them, and signing them would cover all bases? Otherwise I would imagine it would certianly open a can of worms for many legal actions between publishers and agencies/clients - scared or not of losing market share.<br /><br />The market is tough, but it all comes down to campaign disclosure and negotiation for all parties to achieve the ultimate objective and results:<br /><br /><strong></strong><br /><strong>Admen 'steal' internet viewers Australian IT</strong><br /><br /><a href="http://www.australianit.news.com.au/story/0,24897,24801357-15318,00.html">http://www.australianit.news.com.au/story/0,24897,24801357-15318,00.html</a><br /><br />ONLINE publishers have accused unscrupulous advertisers and their agencies of stealing their audiences by using a new form of audience targeting technology.<br />A special investigation by The Australian has revealed the growing use of "retargeting" technology which enables advertisers to slash their internet advertising costs by tagging visitors to premium websites.<br />The practice involves advertisers serving ads embedded with cookies to a premium website. The cookie tags visitors to the website and that data is retained.The advertiser or agency then moves its campaign to cheaper websites but the cookie ensures the advertiser matches its ads to the original audience....<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/2766698773693351389-7346215889308716483?l=vanessa-adams-au.blogspot.com' alt='' /></div>Vanessa Adamshttp://www.blogger.com/profile/03135174488708298571noreply@blogger.com0