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Internet advertising framework to give consumers greater control over browsing


IAB Ireland chief executive Suzanne McElligott

IAB Ireland chief executive Suzanne McElligott

IAB Ireland chief executive Suzanne McElligott

THE Euro-pean arm of the Inter-active Advertising Bureau (IAB Europe) has released its cross-European self-regulatory Framework for Online Behavioural Advertising (OBA).

The framework is aimed at increasing transparency and consumer control and has been signed by the online industry's leading businesses.

IAB Europe claims to be the voice of the online advertising sector through 29 national associations representing more than 5,000 company members, as well as corporate members.

It is hoped the framework, which focuses on "third-party OBA" (ie advertising on websites by companies other than the website itself), will give consumers greater control over browsing.

OBA uses information collected on an individual's web-browsing behaviour, such as the pages they have visited or the searches they have made, to select which advertisements to display. The tailored ads that appear on Google's Gmail are one of the high-profile examples of OBA.

Under the new agreement, OBA-based display advertisements will contain an icon that signifies to consumers OBA is being used. When the icon is clicked on, the consumer will be directed to a company site with further information and the possibility to turn off OBA advertisements as well as to a new website, www.youronlinechoices.eu, which provides further information on OBA as well as a tool to manage data preferences.

IAB Europe says the major practical achievement of this is it provides full transparency and control to users without limiting their surfing experience.

IAB Ireland's Suzanne McElligott described the framework as a landmark deal in online advertising.

"There has been widespread signing up to the framework in the Irish market, with Independent Digital, Microsoft and Yahoo, among other media companies, signing up," she said.

Carat claims UPC buyer contract

MEDIA company UPC has appointed Carat Ireland as its media buying agency for the next three years.

Carat Ireland won the tender process following a competitive pitching process against Initiative Media, Mindshare and Starcom.

The agency will handle media planning and buying, while Irish International will be in charge of the creative development of company campaigns.

Carat CEO Ciaran Cunningham said: "We are delighted to have won the tender as it reaffirms the capability and experience in Carat Ireland in building and developing global brands and we look forward to strengthening our business relationship with UPC and their marketing team."

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Ireland tees off for US exposure

IRELAND has been selected as the host country for an American golf programme which airs to 83 million households across the US on the Golf Channel.

The move comes as part of a partnership between Tourism Ireland, the Golf Channel, GolfChannel.com and NBC Sports.

'Big Break Ireland' will air later this year across the US, providing more than $12m (€8.1m) in media exposure. Filming for the 16th season of the programme will take place over the "coming weeks".

The K Club will act as host site for the show, while Portmarnock and other golf venues around the country will also feature.

Contestants on 'Big Break' take part in a series of golfing challenges, with the weakest performer eliminated after each challenge. At the end of the competition, the winner is awarded a number of prizes, including a chance to play in a professional golf tournament.

Joe Byrne, Tourism Ireland's executive vice-president in the US and Canada, said: "This is a great coup and represents an extraordinary opportunity for the island of Ireland, for both golf and tourism.

"The US golf market is extremely important and valuable for many sectors of the Irish tourism industry. There are strong signs the number of US golf visitors to the island of Ireland is growing again this year and we have an extensive promotional programme under way with our key partners, including Failte Ireland, to accelerate that growth."

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