Eyre backs behavioural targeting to replace our “geriatric advertising measures”

Former ITV CEO Richard Eyre has called for a more open minded approach to behavioural targeting – “a game changer for advertisers”.

Speaking at today’s ISBA conference, he said it may be “easier to attack than defend”, but there were huge opportunities here for advertisers. If this can get past the “privacy zealots and media vegans” it can “redeem us from our geriatric advertising measurement”.

Ofcom chief executive Ed Richards described the publicity last year around Phorm as “unfortunate” – if “behavioural targeting is done sensibly and transparently it adds huge value”.

“ISPs should also sign up to a self regulatory code for online”, he added.

Richards’ call follows the IAB’s announcement earlier today that it has launched the UK’s first self-regulatory guidelines for online behavioural advertising (see IAB launches online behavioural advertising guidelines).