What does brand trust mean in 2013?
In the age of the Internet, brand trust has had to expand its terms. In addition to transparency, accuracy, and reliability, it’s important that brands add privacy and protection to the list of trust-building elements. Especially when it comes to customer data While it’s true that online media buyers don’t control how a website runs or what it does with visitor information, it’s also true that marketers can now find out, and then decide whether or not to buy.
It comes down to this: you work hard to build your brand. And when you advertise on a website that doesn’t respect its readers (your customers), your brand becomes an accomplice. Even if you didn’t know better. So how does one find out if a website handles user data ethically?
The BPA has recently launched GUARDS, a new audit and certification service provided by BPA Worldwide and Web Analytics Demystified. The GUARDS program is designed to help you understand where consumer data is being collected online and how it’s used.
This is what’s involved:
1. We identify consumer data touchpoints and data collectors on websites you’re considering advertising with
2. We identify the specific consumer data they’re collecting
3. We evaluate how the consumer data is used
4. Then we present you with results and certification
5. Where problems are found, we provide guidance for corrective action, based on the most current legislative and legal landscape
To learn more contact the BPA Worldwide.