A Contextual-Only Advertising World - Dream or Nightmare?
Online behavioral advertisement (OBA), commonly known as targeted advertisement, has proven to be simultaneously a blessing and a curse for the Internet. On the one hand, it provides an unprecedented access to freely-available services and information. One the other hand, the collection of personal data to feed advertisement algorithms systematically infringes our privacy and has been called a risk for democracy.
The debate about the legitimacy of OBA has now reemerged under the introduction of a new European regulation, the „Digital Services Act“ (DSA). Whereas the DSA is a framework regulation, it does contain some specific provisions aimed at online advertisement. Article 24 and 30 oblige online platforms to ensure a higher level of transparency for online ads.
For some MEPs in the European Parliament, the Greens/European Free Alliance group, transparency is not enough. In a report, they are lobbing for an complete ban on OBA and advocate for a transition to contextual-only advertisement. “Contextual advertising, another form of online advertising that pre-dates tracking-based advertising, is enjoying a resurgence. Case studies have shown that it can be more valuable to publishers than tracking-based ads, with one contextual ad agency demonstrating that advertisers were willing to pay 3.4 times more for contextual.” The efforts are spearheaded by the German MEP Patrick Breyer, who justified his motivations by pointing out the sensitivity of personal data which is used for OBA and the lack of free choice consumers have to escape online tracking.
As every action causes a reaction, it did not take long for proponents of OBA to respond. In a blog post, Townsend Feehan, the CEO of IAB Europe, an European association for the digital marketing and advertising ecosystem, called the debate to ban personalised advertising “both highly emotional and almost completely unproductive”. She continues to elaborate her criticism threefold, by arguing that contextualized advertisement (1) only works in niche situations, such as search engines, and is in no place to replace OBA internet-wide, (2) won’t greatly reduce online disinformation as bad actors can continue to use contextualized advertisement to find users receptive to their disinformation, and (3) will not stop the processing of personal data since even contextualized advertisement will process personal data to measure its effectiveness.
It is highly questionable if a ban for OBA will find its way into the DSA. Examining the proposals and amendments bei the European Parliament, we only find a ban for OBA targeted at minors (see Amendment 262). Also, neither the European Commission nor the the European Council, the two other institutions involved in the drafting of EU legislation, have shown a particular appetite for such a radical proposal.
However, even if an OBA ban won’t be manifested just yet does not mean that it is not a possibility for the future. I definitely do not share Feehan’s observation that the debate is “unproductive”. Quite the opposite. It will be interesting how the discussion develops and what future studies have to say about the effectiveness of contextual advertisement.