Digital marketing trade body collaborates with industry experts to produce guide to help educate the industry and demystify how behavioural targeting works.
The Internet Advertising Bureau (IAB) and the IAB’s regulations council members have collaborated to launch the online behavioural targeting guide, the IAB’s first behavioural targeting guide to help advertisers and the online industry to better understand behavioural advertising as a marketing tool.
The online behavioural targeting guide is the new addition to the IAB’s internet marketing guide library. With significant potential for brands OBA is a much talked about topic at the moment, not only within the online industry but also nationwide. The guide demystifies the technique and explains how behavioural advertising works, how it differs to other types of targeted advertising on the internet, its benefits to web publishers and advertisers, consumer attitudes as well as an introduction to online privacy and industry good practice.
The handbook is sponsored and written by AudienceSicence and other contributors of the handbook are AOL, Guardian, Profero, Post Office, Yahoo!, ValueClick Media. The guide follows on from the launch of the IAB’s good practice principles for behavioural targeting earlier this year and the launch of www.youronlincechoices.co.uk website, all of which are vital outputs to help educate the industry to a greater standard about behavioural advertising.
Nick Stringer, head of regulatory affairs said: ‘‘It is the responsibility of both the IAB and its members to correct the myths and misperceptions about targeted advertising, show marketers and web publishers its significant benefits and learn from overseas markets.
This handbook demonstrates to the industry that we are dedicated to educating the market, that we’re taking privacy seriously and are confident of the benefits of behavioural advertising. The guide is just one step in our continued efforts to give marketers the confidence and comfort needed to embrace such marketing techniques."
