Tracking is a way for digital marketers to better understand their audiences and to serve the right message to them at the right time. Unfortunately, the industry has done a less-than-stellar job at educating the public on the benefits. Most consumers don't want their online movements to be tracked, and a set of industry-debilitating prohibitions could be on the way. In Europe, we are already seeing what this might look like. Marketers in the U.S. need to be ready.
What happens to agencies if companies like Google, Amazon, and Facebook align themselves with do-not-track efforts? Does the EU e-Privacy Directive pave the way for stricter U.S. laws? In this interview, Alan Chapell, an authority on the consumer internet economy, joins iMedia's Bethany Simpson to discuss these timely concerns. Catch up on the current state of the do-not-track issue and find out how agencies can gain ground in the battle for user information.