The Network Advertising Initiative And Digital Advertising Alliance

976 Words Nov 29th, 2015 4 Pages
Zukina(2012) is also concerned with privacy in behavioral adverting. The article evaluates the FTC’s role and provides information about possible measures for regulation. A weakness against the article is there are a few statements that are unfounded. For example, Zukina believes behavioral advertising operates under the Network Advertising and Digital Advertising Alliance and not the FTC (Zukina, 2012, pg. 277). The Network Advertising Initiative and Digital Advertising Alliance have provided alternate solutions and involve ember who can affect behavioral advertising, however they do not operate behavioral advertising. Zukina(2012) states the FTC does not do enough to regulate behavioral advertising. The author uses the Google Double Click merger as an example. DoubleClick collects information, that is later used in behavioral advertising. The FTC did note that Google is a dominant sponsor of search advertising, but did not believe they were violating any regulations with the merger (Zukina, 2012, pg. 291). Zukina (2012) holds that FTC only evaluate mergers to examine if they harm competition or anti-trust statues (pg. 293).
The author does provide a suggestion to not rely on self regulation. The author agrees with the DAA “Principles For Multi-Site Data” are needed to expand the scope. These principles include protections for data including children, health, and financial data (Zukin, 2012, pg. 281). The author also writes about the Data Security and Breach…

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