As the Feds begin to seriously crack down on badly run continuity offers and consider new guidelines on sponsored conversations, the online marketing industry is having to come to terms with the fact that regulation is only going to increase. Email and the CAN-SPAM act led the way in this regard.
This has become a problem for many ad networks as they have grown in size. Trying to manage compliance across thousands of publishers – many of whom enjoy pushing the envelope wherever they can – has proven to need expert, system-wide solutions if a network is to avoid falling foul of the rules. As a result, companies such as UnsubCentral that can offer an assurance to networks that they are in compliance are seeing rapid adoption of their technologies.
Clickbooth has increased their advertiser roster by 400% since signing up with UnsubCentral, by emphasizing to their advertisers that they take compliance seriously. It’s a great example of a network taking a potentially difficult problem and creating out of it a new advertiser benefit.