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EC threat to behavioural targeting worries affiliates.
News that the European Commission may revisit the 2002 Privacy and Electronic Communications Regulations (Data Strategy, April 2009) has raised concerns among affiliate networks and digital marketers. In particular, they are worried about the possible need to gain express consent to place a cookie onto a web browser, rather than the implied consent used now.
"This is a proposal that would strike at the very heart of what the digital economy is all about," says Andrew Girdwood, head of search at bigmouthmedia. "The ability to measure, track and improve the site experience for visitors is key to the success of e-commerce and, given the potentially damaging effect this could have, ...
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Source: HighBeam Research, EC threat to behavioural targeting worries affiliates.