Google Expands User Tracking in China via DoubleClick Ad Exchange/Raises issues on Human Rights & Digital Marketing
My CDD has long been concerned about the human rights and privacy consequences of US companies exporting digital tracking technologies to undemocratic regimes. Ad Exchanges are the latest example of dehumanizing online marketing services that track users 24/7 and sell the right to target them online in real-time. Google operates one of the largest of these exchanges through its DoubleClick subsidiary. Last week, Google launched its Ad Exchange in China, which will have consequences for both its citizens and consumers. Privacy and human rights advocates and regulators should demand that Google make its Ad Exchange transaprent--so we can determine whether its operations will undetermine the growth of democracy, create new forms of surveillance, and negatively impact the environment. Here's an excerpt via Campaign Asia of the Google new China effort:
After almost a year of preparations since Google revealed its Doubleclick Ad Exchange plans for China, it officially launched the advertising trading platform yesterday....
Currently, Chinese internet portals Sina, Sohu, CNTV and Phoenix New Media have joined Doubleclick Ad Exchange, which enables ad-targeting of the most appropriate audiences through real-time open bidding transactions.
On the buy-side, Hylink Advertising, Aegis Media, Yoyi Media, iClick Interactive, Media V, WiseMedia and Taobao have also bought into the trading platform.
Google’s aspiration is to become a leader in the display ad space in China, while its search share continues to lose out to Baidu. DoubleClick Ad Exchange is meant to help advertisers get better publicity and ad networks, agencies or web publishers to maximise revenues...The ability to have real-time optimisation and management of advertising has grabbed the attention of Zamplus' chief scientist Chen Xiaoguang, who commented, "Digital advertising is today more pragmatic than before. DoubleClick Ad Exchange will help our advertisers to improve precision marketing in order to get a better return on investment."