Brief Explanation of SXSW 2013 Proposal on the Ethics of Targeted Content.

1. The Ethics of Targeted Content
Jason Carmel | Respectfully Submitted for SXSW 2013

2. The Problem With Targeting Content
Revenue
Or
Fans
Or
Customers
Or
Loyalty
Or
The
Love Brilliance
Apocalypse
No Targeting Targeting Too Much Targeting
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3. The Ethics of Targeted Content
Goal - Figure out what this point is and where it should be.
?
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4. Questions Answered
1. How prevalent is targeted content, and am I evil for doing it? (hint: very, and
probably not)?
2. Are there (or should there be) ethical implications to targeting your
audience?
3. Are there any consumer characteristics that we should forever exempt from
triggering targeted content?
4. When is specific and relevant content _too_ specific and relevant?
5. When we target our customers, what can we do practically to avoid
screwing this up and alienating entire chunks of our customer base?
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5. Who Might Dig This?
1. Digital Marketers
2. Content Strategists
3. Content Creators
4. Data Miners
5. Ethicists, and the people who love them
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6. Who am I?
1. Director of Marketing Sciences, Possible Worldwide
2. 10 years of Behavioral Targeting experience for brands like
Dell, Nokia, Microsoft, and Alaska Airlines
3. A lawyer
4. Comically inept at PowerPoint Design (I’ll get help, I swear)
5. Speaking experience at SXSW Interactive, Ignite, Adobe Omniture
Summit, etc.
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7. The Ethics of Targeted Content
Thanks for your support!

8. WHAT NEEDS FIXING
• Market awareness and branding is low 1