Friday, December 03, 2010
This proposal by the Federal Trade Commission is a blow to e-commerce. The challenge now is the kind of PR and public affairs campaign that e-commerce will undertake to soften the decision or make it easier to tolerate. E-commerce depends on tracking to make it easier to serve the right kind advertisement to consumers. It is more efficient for the company and for that consumer, for that matter. Unfortunately, this message has not resonated with the FTC thus far and probably never will. The question, then, is what is next for the multi-billion online advertising industry? I'm sure there are multiple strategy meetings underway to figure that out.