Online advertising has a trust problem

Last week Facebook dropped a bomb on the industry with the announcement it will target ads based on the browsing histories of its users. The news highlights the need for greater consumer controls around how their data is collected and used online.
Every page you visit with the “Like” button sends data back to Facebook regardless of whether you “like” it or not. This new announcement came with a claim that users will have more control over how their information is collected and used, but what was presented as a move towards transparency and consumer empowerment actually highlighted the fact most consumers don’t know their information is being collected at all. Meanwhile, third-party industry groups are stonewalling the development of a “Do Not Track” standard which would, in theory, give users greater control over online tracking.
Trust in the ad marketplace is crucial, but an epidemic lack of transparency has led to disharmony and devaluation of the experience for all parties in the digital ecosystem — consumers, content providers, and marketers.
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