The subject of this debate is who controls the digital screen; the user, the content provider, the technology enabler or the regulator?
And the reason for the debate?
Data. Or, rather, who has the right to know what, and what can they do with the information is at the heart of the issue. I am afraid (though not sorry) to say that the technology enablers and their brilliant work have made everyone else take notice.
Each party is approaching the topic from their own perspective and I would argue that all are failing to listen to each other or to the consumer: I will give you an example:
Over the next two weeks, the UK can expect to see 2013's busiest period of online shopping. Cyber Monday was cited as the busiest day of the shopping year so far this year, and individual retailers will be aiming to maximise conversion between online browsing and final purchase.
Now online retargeting is a god send if a 'visit to buy ratio' is all your care about but as a consequence consumers can expect to see the current trend of retargeting advertising stalking them around the internet exacerbate still further.
Given our research at AdPlus shows that 87% of people think that excessive advertising is ruining their online experience, advertisers need to appreciate that their renewed efforts to be front of mind at such a competitive time of year could actually be having an adverse affect on sales, particularly if their advertising is delivered in an intrusive and unsophisticated manner.
How many Christmas surprises will be ruined by a retargeting ad giving the game away on a shared laptop? And what about the impact of excessive advertising on the site owners that display all these ads? Our research shows 40% of internet users know which websites are the worst offenders and actively avoid them and 35% click off offending websites immediately.
If you look at the top-line market stats it appears that the average UK user sees over 2,000 online display ads a month - no wonder performance metrics are falling, creativity is being replaced by direct response messaging and users are starting to block ads, let alone just ignoring them.
The damage to everyones' brand values is hard to prove but nobody seems to care in this season of goodwill to all men!
Adam Freeman is founder of Mutual Media.