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Save the cookies! Online privacy lunacy ensues…

Posted by Gina Romani Preziosa on 07/19/10
tags: , , ,

I watched a Fox 25 Boston news report the other night about the “dangerous threat” that behavioral targeting is posing to consumers. I wasn’t shocked that the report positioned anonymous data being collected by digital cookies as villainous. But, I was frustrated because I know first-hand how much the consumer benefits outweigh any perceived threat. I almost felt criminalized by the reporter, made out to be some sleazy advertising executive (oh wait, I am!). But no, I am not a criminal, nor am I sleazy.

So, what is this privacy hullabaloo about? First you need to understand what cookies are and how they work. They record things like sites you visit, and things you purchase. At no time do they collect and divulge personally identifiable information. And, anyone can delete them and remove themselves completely from being tracked at all.  Consumer focus group of one over here, but I would much rather get relevant advertising delivered to me than just any random message. I have been served-up free shipping after abandoning online carts, and other offers and messages that have enhanced my online experience as opposed to threatening me in any personal way.

If you want to know more about the proposed privacy reforms being pushed by consumer watchdog groups, take a look at the Legislative Recommendations Primer and read all about it.

The ad industry is trying to stave off this unnecessary legislation by creating a symbol that would be placed on all online ads to let consumers know their habits are being tracked. Last fall this was supposed to be adopted by most advertisers, but this is not happening at all. Nice try, but I don’t foresee this as a viable solution. The IAB is also trying to demystify all this by buying relevant search keywords and serving up a site with clear information rather than media propaganda.

Bottom line, anyone can delete their cookies, but currently only 15 percent of web users choose to do so on a regular basis.  I find it annoying since not only does your history get erased, but all your re-called passwords and favorites. It is very inconvenient for a regular web user to do this.  The government has much better things to do than spend time on the so called dangerous threats of behavioral targeting. The implications of this legislation could not only affect getting great offers, but literally stifle the digital media industry from both a buying and creative perspective. So, do what you can to save the cookies!

  • Brett Eaton

    I read an article this weekend on a related but different topic. It was about Wal-Mart putting tracking tags on their merchandise that would allow them to use scanners to immediately access data about any given product – like sales, inventory, location in store, etc. The article went on to say that privacy groups were up in arms because the tags could be used outside of the store to track people's movements. Really? Do people really think that secret Wal-Mart agents are roaming around town tracking people's movements after they buy a $10 pair of jeans, 3 cases of cat food and too much Natural Light?
    It is people like this that stand in the way of technological advances that likely have more benefit to consumers than any potential harm.

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