MediaPost: Search Insider Summit

Tuesday, April 24, 2012, Captiva Island, FL

Presentation: SEM: The Tension Between Privacy and Innovation

Zillions of acronyms identify data privacy based on FTC, DAA, W3C, NAI and EU guidelines and standards for display and other mediums. But what role do search engine marketers play in the privacy debate, as advertisers place icons in display ads to identify compliance? Most would agree retargeting and keyword segment creation falls under today's online behavioral advertising rules, but as SEMs innovate and integrate social with display and mobile, what privacy concepts should SEMs take to prevent from becoming the next Nebuad or SocialReach? Should the industry become comfortable with Google's, Microsoft's and Yahoo's lead – or should SEMs take a proactive stance to forge a path? As the industry morphs from audience creation to advertiser enablement models, how will privacy rules change? Join an industry privacy expert to explore how privacy concepts play a role in SEM.

Presenter

Alan Chapell, President, Chapell & Associates @chapell68