The full effect of the net neutrality ruling is of course not yet clear, but we can make some predictions as to how the ruling will impact future of Internet marketing.
Net neutrality and online marketing
In a piece on AdExchanger, for example, author Corey Preston points out that because ISPs and cable providers now have to treat all content equally, more bandwidth will be available, and data processing speed will rise. This means that digital marketers will be able to deliver increasingly more complex, interactive advertisements without crashes or interruptions.
Marketers will also have access to more detailed, data-driven metrics to analyze the effectiveness of their campaigns, because net neutrality will increase “the ability to transmit large data sets quickly and reliably.” This means more information on consumers, which means better targeted advertising.
Preston suggests, for instance, that marketers will be able to determine which parts of a video advertisement most appealed to users, instead of assuming this information “by correlating quartiles with clicks to the landing page.”
The privacy conversation
The flip side of better marketing through data, of course, is the heightened risk of misuse of that data, and the attendant threats to privacy that come with it. As marketers begin to take advantage of the increased opportunities that will come with the new net neutrality landscape, they should also engage with consumers about the way their data is being used.
Net neutrality will likely continue to be a topic of conversation as the effect of the ruling sets in, so businesses can use this conversation as a way to engage with consumers about the use of their data. This will help businesses build trust with consumers, while allowing them to take advantage of the increased advertising capacity that net neutrality will bring.
— Hannah Shtein, Intern, Curren Media Group