Will changes to the advertising industry come from within, or from outside? Doc Searls, one of the authors of the Cluetrain Manifesto (markets are conversations) and the founder of the VRM (vendor relations management) movement) and a well-known privacy and security expert, Mary Hodder, are about to release what they call a “term,” which amounts to a set of choices consumers can make about what ads they want to see.
They have convened a group of high quality publishers and ad tech companies, including the ad blocker software developers, and are rolling out a set of choices consumers will be able to make about what ads they see. Once the consumer says “I want only ads that don’t track me,” or “I want only brand ads,” the publisher will serve ads according to the individual consumers’ choice.
This puts the responsibility on the publisher to comply, and on the ad blocking software maker to implement correctly. It’s for people who have already said they want to block certain ads, in an effort to make sure they don’t block ALL ads and force the escalation of the ad blocking/anti-ad blocking war that threatens to cause more turbulence in the industry.
As for advertisers, who want more and more data, and are the ones who encourage tracking (and the ones who pay the bills), they will be asked to accept these limitations on how far they can stalk consumers who have already chosen to download ad blockers.
This same “term” will also be presented at the United Nations this week, in an effort to bring it in line with what the EU and other global entities have already enacted with regard to data privacy.
The TL;DR here is that programmatic and RTB will not vanish, but retargeting will cease, for everyone, just as popups did ten years ago. And most advertising will be brand advertising, for which ultra-tracking is not necessary.
In a way, this is just “back to the future,” for advertisers, who got carried away with metrics and forgot they were dealing with human beings.