Samantha Karol, Sr. Marketing Assistant

In July, we wrote a post about the benefits of behavioral targeting, despite the negative connotations of the word “tracking.” That post was sparked by an article published by AdAge called, “Tracking Makes Life Easier for Consumers.” Although the advertising industry recognizes the need for regulation of Web tracking, they believe self-regulation would be better than legislation.

Major industry groups, including the Interactive Advertising Bureau, American Association of Advertising Agencies, Association of National Advertisers, Direct Marketing Association and Council of Better Business Bureaus, are putting their heads together to determine the best method for improving self-regulation.  However, there are a number of privacy and consumer advocacy groups who are in favor of legislation, and they have already come together to write a proposal.

For more information on both sides of this issue, and the growing pressure for some sort of regulation on Web tracking, check out this article published this week by AdWeek.

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