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:
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.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
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.
March 19, 2014