Behavioural Targeting – Legitimate Search Engine Marketing?
The subject of behavioural targeting has been one that raises many arguments since its existence was highlighted, and the question remains as to whether it is a legitimate form of search engine marketing or a direct invasion of privacy. Search engine marketing aims to target specific groups of consumers, while behavioural targeting takes things one step further.
A number of prominent Members of Parliament have attended a board in London to discuss the working methods of behavioural marketing experts such as Phorm, a company currently trialling with British Telecom in search engine marketing areas, to discuss the ethical merits of behavioural targeting.
Much of the discussions were based around the worrying fact that behavioural targeting organisations must work with Internet Service Providers, and that this is seen by some as a direct invasion of customer privacy.
Discussions were held with regard to certain areas of regulation in terms of online search engine marketing, and in addition an after hours debate was held on the subject in the House of Commons this week.
Search engine marketing will continue to expand into hitherto untested waters, and as it does so debates such as the one mentioned above will rage as to whether search engine marketing is taking things too far or simply a sign of the times.
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