Google yesterday announced a new extension for its Chrome browser called Keep My Opt Outs that enables users “a simple way to opt out of personalized advertising.”  Google joins Mozilla Firefox and Microsoft Internet Explorer who’ve already announced “do not track” capability. 

The US Federal Trade Commission recently called on industry to develop “do not track” solutions. Google claims its solution is better than others because it’s more permanent.  In other cookie-based solutions, your opt-out preferences get erased when you clear your cookies.  But with  Google’s Keep My Opt Outs solution, your opt-out preferences survive cookie clearing and gives you a lasting solution.

Google strives to strike a balance between giving users control and the needs of website publishers to make money through advertising saying, “This new feature gives you significant control without compromising the revenue that fuels the web content that we all consume every day.” 

Google’s approach has industry support out of the gate. According to DM News, “Mike Zaneis, SVP and general counsel at the Interactive Advertising Bureau, said Google’s technology will be more effective than Mozilla’s because it’s industry supported and more practical.”

As reported in DM News, Bruce Biegel of the Winterberry Group gave the Direct Marketing Club of New York a recap of 2010 and his forecast for 2011 for direct and digital advertising spending. 

Some highlights from 2010:

• Direct / Digital ad spending was up 2.7% in 2010 vs. 2009 to $154.4 billion
• Digital was $27.7 billion in 2010 comprising 18% of total
• Online display spending grew 10.7% year over year
• Direct mail suffered a decline of 3.6% YoY and was the only segment to see a decrease

Highlights looking forward to 2011:

• Direct / Digital ad spending predicted to be up 6.2% in 2011 vs. 2010 to $163.9 billion
• Direct mail is expected to grow 5.8% to 47.8 billion – direct mail “still really works well for acquisition because it’s easier to target [than other channels].”
• Digital as an acquisition tool is still finding its way

According to paidContent.org, Mozilla will include a “Do Not Track” option in Firefox 4 slated for release in early 2011. This will enable users to prevent third parties from tracking their online activities. Read the rest of this entry »

TV is moving away from a one-size-fits-all approach to a world where commercials are tailored to the taste of each viewer. As reported by the Wall Street Journal in Targeted TV Ads Set for Takeoff, DirectTV in cooperation with Starcom MediaVest is finally realizing the dream of delivering customized ads.  Read the rest of this entry »