Just in case you missed me on the ADMA Panel on Online Behavioral Advertising this morning, I thought you might find the below slides on the new industry best practice guidelines for behavioral advertising interesting (and the video amusing).

ADMA, its various counter parts and the major publishers have really done a great job to get this off the ground so quickly. By giving the public choice and informing them about behavioural targeting through the official youronlinechoices.com.au website, they have successfully countered forced legislation and avoided a 'do not track disaster' similar to the EU (for now anyway).

However, this is only the first step, it is now up to marketers to implement the guidelines and start using the behavioural data that is being collected to actually add some value to consumers through relevant advertising otherwise people will continue to feel uneasy about all the data that is being collect on them (and rightfully so).

Are you still attributing 100% of conversion credits to the last campaign touch point, the 'last click'? Have you maxed out the search channel and need to investigate other channels such as display to keep growing but are unsure how to track ROI? Or did you just hear Adam Goldberg from ClearSaleing speak at the ADMA Data Day and would simply like a copy of his slides?

Check out Adam's slides on multi-channel media attribution below and register for our ClearSaleing webinar later this month to find out how the platform could help your company to identify hidden opportunities and boost overall return on advertising spend.

Would you like to start running smarter data driven marketing campaigns? Do you need a data strategy for your organisation? Have a look at our slides from yesterday's ADMA Data Day strategy workshop to get a few ideas on multi-channel data collection and campaign execution among other topics.

ADMA just launched the Australian Best Practice Guideline for Online Behavioural Advertising below last week in close cooperation with pretty much all major industry associations and publishers. 

The move is designed to show that the Australian industry is able to regulate itself in the hope of increasing consumer trust in this form of online advertising as well as to avoid potentially damaging regulation.

One key distinction that is being made in the document, is that the guidelines only apply to 3rd party behavioural analytics and targeting across unrelated online properties but not to the standard and much more common 1st party web analytics and re-targeting on your own online properties. In other words, tracking people across unrelated websites to build a profile on their interests by publishers will be regulated from now on, however tracking and re-targeting prospects and customers on your own websites is still covered through your standard privacy policy and not impacted at all. 

Visit the article on the ADMA website for more information or come along to the ADMA Cloud Computing breakfast this Friday morning in Sydney for a chance to ask Brendan O’Connor, Minister for Privacy and Freedom of Information, about his take on the guidelines.