Tuesday, 16 June 2009

Digital Britain

The report has now been released and is available in PDF here.

I have not had to time read and digest in full, but a quick word search highlights pg. 201 to be of particular interest to those of us interested in behavioural advertising and the emphasis on 'effective self regulation'. The report also identifies targeted advertising as an important revenue earner, 'though one that can provoke a very strong consumer reaction' (pg 220). It also states that 'involved in the provision of behavioural advertising (including ISPs, advertising networks, advertisers and online publishers) will need to bear the value of their brand in mind'. This is curiously expressed, although surely with Phorm in mind?

Undoubtedly more analysis on this will follow.

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I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.