Technology Controlled Marketing

It's almost impossible to know how many hours we spend on the internet. It's a lot. And it's only going to increase as we move toward the world of 5G networks, which will be capable of transmitting data at speeds up to 100x faster than 4G LTE.

In times like these, having companies you interact with regularly able to collect and use your personal information is not ideal. But what if there were a way to gain more control and visibility over your online data?

Technology called "controlled marketing" is an option for people who want to opt-in for marketing messages that feel tailored and relevant. The idea is that companies can use the information they collect from this program to tailor their messages and create more effective marketing campaigns.

Companies like Google, Facebook and Amazon already use controlled marketing in some markets, but it's still largely limited to the United States. In many ways, controlled marketing is the future of online advertising - it's part of a global internet "revolution" that's only just starting to take off.

Recently, I had a chance to talk with the CEO of controlled marketing company OpenMarket about the purpose of controlled marketing, how it works and what this means for people who use these services.

Here's our interview. How does it all work? If a company has access to my personal information, what can they do with it? And what are some potential privacy concerns? Read on to find out.

The following is an edited transcript of our interview with OpenMarketing CEO Chris Cocks.

Q: How does controlled marketing work?

A: Controlled marketing is a way to allow companies to target advertising on the basis of personal data they have about you. It's a form of online advertising that follows you, and not just people who happen to be logged in at the time. The technology is called anonymous browsing, but it works by watching your internet behavior over time and then targeting you based on the behaviour patterns that have been observed. Companies can't see anything else about you, but it's enough information for them to be able to use in their advertising campaigns.

Q: It seems to me like this kind of marketing is a lot more invasive than traditional advertising. How do companies keep your data private?

A: The idea is that you're opting-in to the marketing campaigns, so you know that they're happening. Companies can't see anything else about you, but they can tailor the messages they send based on your behaviour. They don't need to sell their own products, or even get your personal data beyond what's been authorized as part of the program. The company may use your information for other purposes, but it has to have been approved by you beforehand.

Q: How's that different from how they use my information now?

A: Today, companies collect your data across many different systems to do things like tailor their ads and anticipate your preferences. But the difference is that you aren't authorizing each company individually. You've authorized it by signing up for a service, but in many cases, you're not even aware of it or able to see what kind of access they've been given.

Q: So this allows people to know when they're being tracked?

A: That's right - exactly. You're authorizing which companies you want to opt-in to this program, so you know that they're tracking your data and that they're sharing it with other companies. Any company using this technology has to be using it openly as well. You can't just sign up for a service or download an app and not see what happens to your data after that point.

Q: I like the idea of having more control over how my information is collected and used. Is it a good thing for consumers about these kinds of efforts?

A: If you're an individual and you want to opt-in to this type of program, then there's nothing stopping you from doing it. Any company that wants to use this technology has to have a way to make it available, and they have to be transparent in their approach. These programs aren't like data-driven marketing solutions companies might create on their own or give away for free. It's very much brand specific and has to be done in a way that's open and clear so customers can see what they've given up.

Q: What are the biggest privacy concerns with anonymous marketing?

A: Like any type of program, you have to be concerned about who's going to have access to your data. It might end up being used for things that you don't want it to be used for. That's going to happen regardless, if you're an individual or if a company has your information. The important thing is that this program gives people a chance to have more control over the situation and be able to see what information is being collected and how it's being used before they make the decision of whether or not they want to opt-in.

Q: Is this idea going to continue to spread?

A: What we're seeing right now is the first wave of what's possible in this space, and it'll be easier to replicate as time goes on. It's a matter of companies being able to create the right technology and make the markets work effectively. I can't say for certain if it'll be adopted by all companies, but I do know that there are a lot of people talking about what they can do in this space going forward. The program will be very successful in markets where people are looking for more control over their data, so we're very much expecting growth potential as long as there's an appetite for it.

Technology Controlled Marketing

Technology Controlled Marketing

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