NONE: Re: ONLINE-ADS>> Who owns the data when you serve third party?
Re: ONLINE-ADS>> Who owns the data when you serve third party?
Murfnbish_at_aol.com
Tue, 22 Sep 1998 05:47:06 -0500 (CDT)
Richard Hoy writes:
><< One angle to the whole third party ad serving debate that I
> have yet to see discussed is who, exactly, owns the data
> being generated? >>
My intitial reponse would be that individual sites own data
generated by their logs, just as magazines own the results
of a commissioned Starch report. A third-party server is
commissioned to provide a service, not to mine data for its
own purposes. It would soon be out of business if it tried
to sell customer data.
But that's not to say that a third-party server can't sell
information in the aggregate (the way sites "sell" aggregate
user information to advertisers). Among the reports that
Roper Starch Worldwide sells is one that analyzes the
efficacy of different types of print ads in various
positions. The report will show, for example, how well or
how poorly a copy-heavy ad works far-forward in a magazine.
I can see a third-party server accumulating data on the
efficacy (CTR) of banners according to shape, color,
position, frequency, context, time of day even, and then
selling this information to agencies. In fact, if they're
not doing this now, they're missing something.
Patrick Murphy
Bishop Publishing Options
murfnbish_at_aol.com
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