NEW YORK, July 14, 2014 /PRNewswire/ -- With the recent release of the World Wide Web Consortium (W3C) Tracking Protection Working Group's (TPWG) proposed Do Not Track standard, a key player in the real-time bidding and programmatic trading sector is taking a leadership position on the initiative. This industry-wide proposal consolidates power and control for the large and established players like Google and Facebook, and is difficult to interpret from both a technical and policy perspective.
eyereturn Marketing, a leading third-party ad server and Demand side Platform (DSP), has become the leading voice in the industry's conversation about the W3C initiative. The company asserts that this proposed standard grants too much control to the bigger players, while neglecting the smaller advertising technology ecosystem players. eyereturn uncovers the undeniable truth that the companies who collect and store the most personal information are given special treatment in the W3C proposal.
"We feel it is important to ensure that any standards that are adopted are designed in such a way that they do not benefit large incumbents, and rather, create a level playing field for all participants, where quality of product and service will dictate success," said Tim Stoute, P.Eng, CTO and Co-CEO, eyereturn Marketing. "We don't agree that the W3C is the appropriate group to define policy that affects the industry, and feel that the W3C should focus on technical standards only."
There are technical hurdles associated with the Do Not Track (DNT) proposal for which there are no enshrined workarounds in the proposal. For example, since network devices and software can set the DNT HTTP header value, it therefore does not directly reflect users choice. Also, in the case of a proxy server setting the DNT signal, there could be hundreds or thousands of individuals behind the equipment, which is broadcasting a signal that none of them explicitly chose.
eyereturn supports the notion that DNT should be described in two ways - one that deals with the technology and standards, and one that deals with policy, and that each document should stand independently. The W3C must focus on defining a technical standard, and not policy elements such as the definition of Tracking in the technical description.
About eyereturn Marketing
eyereturn Marketing is the leading third-party ad server eyeserve and demand-side platform eyedemand that features built-in ad delivery, monitoring, and measurement tools that serve and observe millions of user interactions across millions of sites every day. These platforms, combined with eyereturn's proprietary data-management platform, are able to secure top digital real estate for clients at the lowest-available bid price in real time. This is all made possible by eyereturn's proprietary bidder & algorithms that tap into over 100,000 different publishers on industry leading ad exchanges in real time - giving marketers unparalleled reach, all while maximizing their campaign ROI. For more than a decade, eyereturn Marketing has served trillions of ads and analyzed billions of domains and users to deliver the results that marketers are looking for from their digital media campaigns. With teams located in four offices across North America, eyereturn Marketing has the technology and expertise to deliver campaigns while helping clients gain customer insight that make a difference to brand investment.
For more information, contact:
Teena Touch Media for eyereturn
415 310 3125
SOURCE eyereturn Marketing