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| Author: | Edelman, B. |
| Title: | Commentary. Who owns metrics? Building a bill of rights for online advertisers |
| Journal: | Journal of Advertising Research
2009 : DEC, VOL 49:4, p. 401-403 |
| Index terms: | advertising internet rights issues |
| Language: | eng |
| Abstract: | A commentary in the Journal of Advertising Research discusses the rights of online advertisers. Although advertising in internet provides significant benefits such as very effective targeting and low distribution costs, it does not come without challenges. The complexity of network relationships can result in unsuccessful ads. To enhance the situation, five advertiser rights that ought to be demanded are presented: 1) right to know where the ads are shown 2) right to meaningful, itemized billing 3) right to use own data as favored 4) right to enjoy the fruits of the advertising campaigns, and 5) right to resolve disputes fairly and transparently. |
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