Gartner Research

Digital Advertising and the Privacy Predicament

Published: 15 December 2010

ID: G00209649

Analyst(s): Andrew Frank


Press and government attention to online privacy issues has raised public awareness and pressure on industry groups to accelerate privacy reforms, but practical answers to complex privacy questions remain elusive.

Table Of Contents
  • Overview
  • Introduction
    • Economic Pressure Drives Demand for Enhanced Targeting Capacity
    • The Press Sheds Unflattering Light on OBA
    • Major Marketing and Media Trade Groups Align on Self-Regulatory Framework
    • FTC Rebukes Industry Efforts, Proposes "Do Not Track" Option
  • Strategic Responses to Growing Volatility
    • Accounting for Trackers
    • Shifting From Third-Party to First-Party Control of Data
    • Applying Advertising Option Icons
    • Decreasing Reliance on the PII Distinction
  • The Real-Time Data Market
  • The Emerging Role of Social Network IDs

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