Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online IAB Europe, Czechia B2B List Association that represents the interests of the Digital Advertising sector in Europe, positions itself with regard to the practices of “re-spawning” and states the following:The vast majority of online advertising is served by companies associated with the IAB that innovate and develop new products in order to streamline the process of attracting customers by companies. Many of the IAB members provide users with tools to manage their privacy and to choose whether or not to receive certain online advertisements, which is related to the storage of cookies.
Many users use these tools to manage their cookies manually or automatically through their browser settings, while others use different software or applications for the same purpose (Flash management tools, Silverlight, HTML5, etc …). Users can also choose if they want to delete cookies for advertising purposes, which is an important control mechanism for consumers.
Last summer, a practice known as “re-spawning” (regeneration) was identified, consisting of the automatic restoration, from a backup copy, of a cookie that had been previously deleted. IAB Europe considers this type of practice unacceptable, since it contravenes the choice of users who have expressed their wish not to have a certain cookie on their computer. Likewise, IAB Europe considers that the practice of “re-spawning” is illegal in accordance with the European data protection regulations and those of the EU member countries.
IAB Europe asks all companies related to the online advertising environment not to participate in “re-spawning” practices, as well as to adopt measures aimed at eliminating “re-spawining” when they identify its use, either referring to the different National IAB or data protection authorities. IAB Europe also supports the imperative of law enforcement authorities against companies that are engaging in these practices.
IAB Europe will work together with its national associations in order to provide as much information as possible on identified cases of “re-spawning” and to transfer complaints received in this regard to the authorities.
In relation to behavioral advertising (Behavioral Advertising) IAB Europe asks companies to use technologies that provide consumers with the same level of transparency that HTTP cookies currently provide.
For Kimon Zorbas, Vice President of IAB Europe, “we have been working for a long time to protect legal practices in relation to online advertising throughout Europe, so we will not allow anyone to jeopardize the trust that European users have placed in our companies . Companies must respect the decisions of users. In the Internet market, where websites collaborate with many third parties, such practices represent a threat to the whole industry. Damage of ‘re-spawning’ to reputation of our industry is clear and we are going to act firmly and decisively ”.Advertising media that “watch” and analyze the consumer to show targeted advertising
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The new formulas and advertising media are evolving making the most of all the advantages and advances of new technologies, and even in many of these cases, the most innovative proposals may turn out to be more typical of science fiction, although their application is already a true reality. Proof of this are the new digital advertising media that in Japan have begun to use experimentally in different shopping centers and that use technology and software for facial recognition in order to identify different patterns and the profile of consumers to direct their advertising. in a segmented and personalized way.
This system, developed by the NEC company, has the ability to analyze pedestrians close to its location to identify both sex and approximate age among other data, with a high percentage (85-90%) of reliability and effectiveness. Data that the system uses intelligently to target advertising based on each profile. The applications of this new innovation are multiple. Proof of this is the arrival on the Japanese market of new vending machines that use this type of technology to offer or suggest certain products to consumers based on sex, age or other criteria analyzed.
However, faced with this new advertising and technological innovation, fears have arisen again regarding personal information and privacy, and the possibility that these types of devices may use consumer images to be stored or cataloged. For Marc Rotenberg, director of the Electronic Privacy Information Center (EPIC), a Washington-based research center that aims to protect privacy, “Companies are increasingly impatient to reach us, and once these practices are become common will be difficult to change. ”
In this sense, the company NEC insists that consumers should not fear this new advertising and technological innovation since the integrated system “does not store the images, only the analyzed results”, so there should be no concern regarding to aspects and issues related to the privacy of consumers.It is evident that these aspects can be decisive for the success of this type of interactive and intelligent advertising media, which have now set their sights beyond the borders of the Asian continent to expand and reach Europe.