The Dooley Noted

northlab:

Our Brand Strategy director Jordan Delapoer shared these screenshots with us this week. Really interesting example from Zappos about transparency with retargeted ads. 

Today I noticed that all their ads include a little red X.  When clicked you’re given the option to opt-out of their behaviorally targeted advertising, provide feedback, or learn more. 

I chose learn more and it gives an explanation of how their technology works, why they use it, and how they think it provides a more relevant consumer shopping experience.

I can’t imagine the average consumer will do any of this investigating.  More than anything, I think it’s an interesting example of what seems like a company (completely built on the idea of excellent customer service) wrestling with it’s own POV on the role of banner advertising.

Interesting, but I think it’s a good point that most people will never realize this feature is an option.