By Lou Mastria
Do consumers like interest-based advertising? In a word, yes.
Our own dedicated consumer surveys on this point, conducted independently by the respected research firm Zogby Analytics, bear this out. Once consumers see the value exchange inherent with interest-based ads, they largely understand and are supportive of it (our most recent survey, October 2013).
Our full disclosure of our survey questions is part of a culture of transparency built into the DAA Principles and program.
However, in the world of survey research, that disclosure is vital to credibility – which is why we are surprised that one recently published survey, critical of online advertising, was completely opaque in its methodology, that of Consumer Reports.
In our view, it's unfortunate that Consumer Reports has chosen to withhold its methodology and questions for this consumer survey, since those factors are critical in reading and fully understanding results.
By Lou Mastria
This week, I had the honor of sharing information about our program with the members of the Senate Permanent Subcommittee on Investigations, led by Sens. Carl Levin (D-MI) and John McCain (R-AZ), both in written and oral testimony on behalf of the Digital Advertising Alliance. Our written testimony is posted here.
The focus of the hearing was cybersecurity, malware and its impact on advertising – issues that concern both consumers and the ad business. I was joined on panel with Maneesha Mithal, associate director, division of privacy and identity protection, of the Federal Trade Commission.
Yet – as security and malware was the hearing focus – we truly believe it is necessary to provide the benefits of online advertising as an important context to recognize. While citing recent research from our own study this year, and that from the Data-Driven Marketing Institute, we also said:
“Because of advertising, consumers can access a wealth of online resources at low or no cost. Revenue from online advertising enables e-commerce and subsidizes the...