Home  › Marketing › Strategies

Do-Not-Track: What's Your Call to Action?

  |  December 13, 2010   |  Comments

Help ClickZ inform the debate over the FTC's proposed consumer privacy framework - and its impact on marketing.

Dear readers,

Federal regulators want advertisers, publishers, retailers, information brokers, and ad technology companies to tighten up their consumer practices, giving consumers more notice and the ability to opt out of receiving targeted ads.

Sounds good in principle. But in practice, is it realistic?

By now, you should have read and re-read the 122-page Federal Trade Commission report, "Protecting Consumer Privacy in an Era of Rapid Change." It calls on businesses to incorporate "substantive privacy protections" for collecting, managing, and storing consumer information and to give "reasonable access" to the consumer data they maintain.

Grabbing the most attention: the FTC staff's recommendation to establish a "do-not-track" system for online behavioral advertising. But don't get confused: this system may take its name from the FTC's "do-not-call" registry, but any similiarities end there. First, the do-not-track system is not a registry. And, implementing a do-not-track system involves more complex technology and business issues than collecting a 10-digit telephone number and sharing it with telemarketing businesses.

After reading the FTC report, four quick observations:

  • If technology got us into this mess in the first place, why can't it get us out of it?
  • Will businesses be forced to comply with tougher privacy standards, at whatever cost - just like what happened after Congress passed the Sarbanes-Oxley Act? That law, adopted after Enron collapsed, required companies to improve their financial reporting systems. The New York Society of CPAs estimated in 2004 that smaller to medium-sized businesses spent an average of $2 million in the first year to comply with the new auditing rules.
  • Who gets to decide what's tracked and what's not tracked?
  • Offline businesses that track consumer purchases, such as membership warehouses like Costco or grocery stores that offer loyalty cards, may become part of the privacy dragnet. In the past, discussion has typically focused on online businesses.

ClickZ's Call to Action

As the debate over the FTC report continues, we'd like you to guide the conversation and discuss realistic ways that advertisers, publishers, and retailers can continue to serve consumers while respecting their privacy.

As we enter the new year, the editorial team at ClickZ has a call to action for you.

By Jan. 15, 2011, send us your comments about the FTC's framework. 20.

We will review submissions and submit the most salient and informed points to the FTC. We hope to hear lots of different perspectives and will include them in our comment with the FTC.

But first, please read the report and review the questions we'd like to see addressed. Then send us your comments at FTCfeedback@clickz.com.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...