Technology comes at a cost, according to Matt Houltham, who, in The Sydney Morning Herald, discusses the need for online advertisers to effectively self-regulate or face consequences. "It is undeniable that audience data is important," Houltham writes, adding that behavioral targeting helps publishers commercialise their content "so consumers can continue to access it for free." But, Houltham says, "We cannot ignore the looming backlash if we fail to inform consumers about how their data is being collected and used." Pointing to a recently launched self-regulatory effort in the U.S., Houltham suggests, "Perhaps it is time the Australian industry followed suit."
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