EU Will Study Targeted Advetising: Much Hangs in the Balance

Targeted online advertising, an important revenue driver for all sorts of media and mobile services, is going to get serious regulatory scrutiny from European Union regulators next year, according to Astrid Wendlandt, Reuters reporter. At stake is the viability and robustness of media revenue models based on targeted messages, obviously key for Web sites such as Facebook, search providers, online media companies and mobile service providers alike.

The European Union's Article 29 Working Party already has ordered Google to curtail the amount of time it stores past Web searches to 18 months.

The EU's moves are a salient reminder that Internet services, especially media and content services and applications, increasingly are falling under the purview of regulators. Some have argued that Internet communications should be free of such rules. More important are regulations affecting content and media services. Historically, regulators have decided whether communications were legal, and under what terms. Now regulators essentially will be deciding what content and media forms are legal, and under what terms. One can argue that all regulators are doing is protecting privacy. It is more than that. Regulators also will be deciding "what" the basis of a new business can be; "who" can be a part of it and "how big" new media might become.

Skirmishes over "VoIP" will pale in comparison.