As mentioned in the release notes for the PrivacyWidget and earlier posts, PrivacyWidgets can provide a platform for the value-exchange between consumers and advertisers using behavioral advertising. In this relationship, the consumer exchanges information about themselves and their interests for more relevant advertising and content.
Some ad-delivery companies are already investing in making the value-exchange more transparent for users, by showing them information about the specific interests and preferences that have been stored about them. At least seven companies already do this: Bizo, BlueKai, eXelate, Google, Rubicon Project, Safecount and Yahoo!
These companies are betting that, by and large, consumers will appreciate more relevant advertising and can be made comfortable with any privacy impact. They’re giving this substance by reading back something about what they know about the consumer, and inviting the consumer to engage with a process to share even more about their interests.
PrivacyWidgets facilitate this transparency. As a simple start, we had added links within the PrivacyWidget to take the user directly to their personal preference information for those companies that make it available. Check out the Sample PrivacyWidget on our site to see some examples.
This is also good for websites, who choose their ad delivery partners and provide the context for the exchange in value: ad-supported content and services. Consumers who will share more about their interests will provide more advertising value. So PrivacyWidgets offer more than just an easy way to comply with disclosure requirements; over time they can drive engagement and higher ad value. For the consumer, this virtuous circle leads to more and better free content.