Mon 29 Jun 2015 07:07:54 AM PDT
Broadcasters, fighting, and data leakage
Bob Hoffman wants to see broadcasters standing up against adtech. He writes,
They are being taken to the cleaners by hyper-motivated digital evangelists who understand what predatory thinking means.
Here's a screenshot of a radio station site.
The purple bar on the right is a Ghostery list of all the trackers that are data-leaking the KFOG audience to the "adtech ecosystem."
So if a media buyer wants to reach radio listeners in the Bay Area, he or she can buy a radio commercial on KFOG (good for KFOG), buy an ad or sponsorship on the KFOG site (also good for KFOG), or just leech off the data leakage and use adtech to reach the same listeners on another site entirely (not so good for KFOG).
The radio station builds an audience, and the third-party trackers leak it away.
At the same time, a radio station can't unilaterally drop all the third-party trackers from the site. Protecting the audience is hard. That's where a radio station can use a tracking protection plan. Get the audience protected, stop data leakage, get more advertisers coming to you instead of sneaking around.
On air, when someone interferes with your signal you can call the FCC. On the Internet, well, this is getting too long, so just call Bob.
Related: news sites and the tracking game