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Direct Response Marketing

Field Reports

1 Feb, 2009 By: Thomas Haire, Jacqueline Renfrow Response


Ad Groups Develop Online Privacy Guidelines


By Jacqueline Renfrow (

NEW YORK — Four marketing and advertising industry associations are partnering with the Better Business Bureau (BBB) to develop self-regulatory principles for online behavioral advertising in order to address privacy concerns and increase consumers' trust in how online information is gathered.

The four organizations — the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA) and the Interactive Advertising Bureau (IAB) — and the Council of Better Business Bureaus are attempting the first initiative as a cohesive marketing-media partnership to develop practices in interactive advertising. The group will engage with policymakers, businesses, consumers and other stakeholders to address the public policy issues that have been raised and address the Federal Trade Commission's proposed self-regulatory principles issued in December 2007 — this includes education and transparency, consumer notification and choice, data security, and self-regulatory enforcement.

"Advertising agencies are leaders in the innovation that is fueling the Internet economy," says Nancy Hill, president and CEO of the AAAA. "The result has been tremendous benefits for all consumers. We are anxious to work with our colleagues to the Internet, advertising and marketing communities to develop effective self-regulatory practices that apply across all our memberships."

The goal of the group is to address consumers about the use of online consumer data, while preserving the advertising that supports free online content. "Behavioral marketing provides enormous benefits to consumers, but it is our responsibility as marketers to ensure the Web-surfing public's privacy interests remain protected," says Bob Liodice, president and CEO of the ANA. "Strong and comprehensive self-regulation strikes a balance that both protects the public interest and allows marketers to provide relevant advertising, which is particularly critical during this period of economic downturn."


DRMA, Response Plan Chicago Networking Party on March 23


The Direct Response Marketing Alliance (DRMA) invites its members and attendees of the International Home + Housewares Show to a cocktail reception on Monday, March 23, at Chicago's hip Martini Park, from 6-9 p.m. To RSVP for this event, visit:




> Carol Bartz, former CEO of software firm Autodesk Inc., is named CEO of Yahoo!. Bartz replaces Jerry Yang, who announced his resignation in November.

Carol Bartz
Carol Bartz

> DRTV agency Atomic Direct completes its 10th year of operation with a stream of new half-hour, short-form and POP work as well as initiating its new consulting business with major message strategy projects for Silicon Valley firms. Atomic is also releasing a proprietary tool for evaluating quality of brand DRTV campaigns — "Six Degrees of Brand DRTV."

> Infomercial Monitoring Service Inc. (IMS) launches, an interactive resource for the DRTV industry. The new online tool enables television marketers to make decisions based on a database of accurate and current information, including weekly reports on top infomercial airings and expenditures, historical trends, production reviews and full-form video of paid programming.

> Litle & Co., a payment processing solution for direct-to-consumer commerce, teams up with Accertify to provide its customers with additional credit card fraud prevention solutions. Accertify's Interceptas platform is available for integration with Litle's payments platform, giving customers greater flexibility in preventing and managing credit card fraud.

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