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Posted by Shar VanBoskirk on April 27, 2010
Frank Gertsenberger, VP of Product Marketing for Audience Science wrapped up day one with an excellent update on privacy concerns and expected changes due to FTC and congressional work on behavioral advertising policy.
The concern is that even though data is being collected anonymously, when enough anonymous data points are collected, is an individual still anonymous?
Four entities are running concurrently to tackle this challenge:
What this means for advertisers and publishers:
Beginning next year, behavioral ads will all show a small icon on or adjacent to the ad (AudienceScience called this an "ad slug") which consumers can click on for further information about behavioral marketing, the data collected to enable it and how to opt out if desired. Implementing this ad slug is the responsibility of the buyer.
Also appearing next year, enhanced consumer data disclosures which publishers will feature (through a link outside of their privacy policies) to indicate how data is collected and used.
No timeframe has been mandated for either of these requirements, but all signs indicate that these will be mandatory disclosures and broadly implemented by early 2011.
What are your thoughts on the implications of privacy legislation on your own marketing efforts? Have you already begun some of the efforts outlined above to better disclose how you use consumer data? Let me know what you think about these expected signifiers of data-driven targeting.