![]() ![]() We want to see more products and services (and not just in online advertising) developed with those ideals in mind. We need to see a renewed focus of trust, transparency and control on the Web as a whole. The problem is that this “personalization” is not always transparent, leaving users in the dark about the value they have traded for customized content. This isn’t a bad thing when done openly or done with consent. As online advertising grew, ads have increasingly become targeted towards an individual user’s browsing habits and intentions to improve monetization. broadcast television commercials and newspapers that are ad supported). At its core, this model is not new or unique, it is common in the media industry (e.g. The prevailing Web currency in advertising is user data. Unfortunately, today, online advertising is rife with mistrust. ![]() When users lose trust in the system, it fails. ![]() Because of this, we believe trust is the most important currency on the Web. What does Mozilla think about the general condition of online advertising (from the users’ point of view)? Appropriate or too bothering? At Mozilla, we believe in a Web that empowers people to be in control of their online lives. ![]()
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