UM: Privacy in a Translucent Age: A Call to Arms - David Cohen - MediaBizBloggers

Digital privacy is an issue that has been brewing inside the beltway in DC for some time For those of us that have been closely following the debate last week39s Federal Trade Commission report quotProtecting Consumer Privacy in an Era of Rapid Changequot came as no surprise In today39s world information about consumers is multiplying at an astounding rate the marketing industry need to provide transparency in its collection and control over its usageBut we live in a world with video surveillance cameras on every corner in every retail store restaurant and bank Toll plazas record our vehicle movements and GPS tracking devices are embedded in our phones and consumer electronics Our credit and debit cards create an electronic trail replete with a history of goods and services purchased and locations consumed Let39s not kid ourselves amp8211 not much is sacred as it relates to our quotprivacyquot in today39s digital economyThis is not necessarily a bad thing The fact that the world knows things about me benefits me in many waysMy life is simpler I don39t need to rekey my address or put in my size and color preferences every time I make a purchase online I see ads on television online and in magazines that are relevant to me my life stage and my interests I get catalogs and offers delivered to my home that are reflective of things that I value I listen to radio stations that are developed by me and for me and I am introduced to new music because my tastes are known My life is richer because it is personalized and curatedBut it is fair to say that not all consumers will necessarily share my view The FTC document points out that different marketers take different measures when it comes to protecting consumer privacy Further the report specifically acknowledges that certain segments of the online industry have quotfailed to provide adequate and meaningful protectionquotTo rectify this the report suggests a quotdo not trackquot feature that could be embedded in all consumer web browsers In my view this would lead to a dramatic reduction in meaningful consumer experiences online It is likely that consumers take for granted many of the benefits that their data affords them We need a precise way of enabling consumer control not a gross instrumentOn the positive side the FTC paper does not include language around a universal quotoptinquot which has been threatened in the past Such a feature would in essence set the default position for all consumers to be opted out of online data collection requiring them to opt in for more enhanced experiences I am pleased that the FTC omitted this language as this would be a serious and unnecessary blow to the entire online marketing industry amp8211 a currently thriving ecosystem in a contracting global economySo what should the online marketing industry be doing The answer is definitely not quotnothingquot We have already established an industry view on selfregulation httpwwwaboutadsinfo and we now have a means of execution amp8211 providing consumers with an easy and straightforward way to opt out of data collection if they so chooseAs marketers agencies publishers and ad networks it is incumbent upon all of us to amplify and accelerate our compliance to the SelfRegulatory Program for online behavioral advertising OBA quickly Only by signaling to the FTC and Congress that we are serious about selfgovernance can we expect to control our own destinies The time to act is nowDavid is EVP US Director of Digital Communications Davidamp8217s central goal is to spearhead UMamp8217s digital and alternative media offering across the US and to accelerate integrate and intensify a digital best practice throughout the UM universe David can be reached at davidcohenuniversalmccanncomRead all David39s MediaBizBloggers commentaries at Curious Thoughts from Curious MindsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

UM: Privacy in a Translucent Age: A Call to Arms - David Cohen - MediaBizBloggers

Author

Publish date

Channel

David Cohen

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

UM: Privacy in a Translucent Age: A Call to Arms - David Cohen - MediaBizBloggers

Enjoying This Commentary? There's More to Love

David Cohen

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies