After ‘Do Not Call (DNC)’, Now Online Users Can Opt For ‘Do Not Track (DNT)’

Jasmine Batra


Remember a time when you were constantly bugged by random phone calls from telemarketers trying to sell products and services that you don’t need?

Thankfully, this deterrent can be easily managed by simply registering your name and phone number in the Do Not Call Register. The DNC Register was introduced in 2007 and gives you the option of reducing unwanted calls from telemarketers and fax marketers. Once your number has been registered, telemarketers must oblige by the DNC Act and stop contacting you, and this registration lasts up till 8 years. For those who want to free themselves from receiving irrelevant telemarketing material, the DNC is certainly a brilliant way to block out unwanted calls, texts or faxes.

Now, the online space is where most of us live and breathe every day, and sometimes we get bombarded with unnecessary ads and unwanted messages from advertisers who are trying to sell products and services. If you are someone who prefers to safeguard your privacy and personal information, then you would surely appreciate the online equivalent of the DNC Register, the Do Not Track Policy!

The development of Do Not Track means that online users have the option to prevent websites, applications and online advertisers from collecting personal information or browsing patterns. This information is then used to create targeted advertisements and marketing promotions that you see on search engines or social networks that you visit.

Although users can easily activate the DNT function on the browser, it is quite surprising to that a lot of people are still unaware of its existence and what it does. It was recently reported that 90% of Firefox users have not opted for DNT because they aren’t aware of this option. Of course, there are also users who know about DNT but they choose to not to activate it as they don’t mind having ads presented to them.

So, you can clearly see that Do Not Track is a flexible option that empowers the users to take control of what they would like to see over the web.

In fact, Twitter may be at the forefront of a new industry trend that puts emphasis on the co-existence of tailored advertisements and online tracking, whilst still giving users the option to entirely disable “Promoted Content” in the account settings.

As one of the biggest supporters of DNT, the microblogging giant has announced that they will soon be rolling out various experiments to minimise unrelated ads on Twitter’s social platform. By creating a more focused advertising algorithm, Twitter is trying to display promoted content and ads only from businesses and brands that the user has shown interest in.

For example, if the user is following Coca-Cola Australia on Twitter, they will only get similar ads within that particular scope. Instead of getting hammered with an endless array of ads, users will now get only quality ads that they are more likely to click, which will help the advertiser gain higher conversion rates.

Since the implementation of the “opt-out” function on Twitter and their support for DNT, we could possibly see a shift in the way businesses run their advertising campaigns on Google AdWords, Facebook, LinkedIn, YouTube, Bing and many more.

Now that the Do Not Track option can be easily checked in their browser, what would this mean for individual users and businesses that rely on online ads to drive traffic to their website?

Individual Users

As an individual user, you can now have the freedom of surfing the web without having your personal information stored by websites and third-party applications. They can’t track you without cookies, the digital codes that remember the websites that users have visited, because cookies don’t work with the DNT option turned on!

Businesses & Advertisers

However, the implementation of DNT also forces businesses and advertisers to ask themselves: How can I run online advertising campaigns without the availability of identifiable information?

Advertisers should actually welcome the DNT and “opt-out” options available on browsers and Twitter because it actually means that your ads will only be seen by users who are really interested in your products or services. This increases the effectiveness of your ad as it allows for more focused targeting, and decreases the money spent on people who are unlikely to click the ads.

In addition, more businesses are turning to third-party, digital marketing and Search Engine Optimisation agencies to manage their advertising campaigns. This will encourage online advertising experts to think more analytically and focus on market trends rather than solely relying on cold, hard numbers. This would mean that it is highly important to get an online advertising expert who truly has a mastery and understanding of successful advertising as whole, not just online ads!

So, the next time you want to run your online advertising campaign, you should consider getting help from Facebook advertising or Google AdWords specialists who can help you gain higher conversion rates whilst reducing costs.

If you need advice and help to gain much higher ROI and more quality sales leads from your online advertising, why don’t you contact us today so that we can have a chat about how we can optimise your Google AdWords to boost your overall online marketing strategy!

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