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

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Digital privacy is an issue that has been brewing inside the beltway in D.C. for some time. For those of us that have been closely following the debate, last week's Federal Trade Commission report, "Protecting Consumer Privacy in an Era of Rapid Change," came as no surprise. In today's world, information about consumers is multiplying at an astounding rate; the marketing industry need to provide transparency in its collection and control over its usage.

But 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. Let's not kid ourselves – not much is sacred as it relates to our "privacy" in today's digital economy.

This is not necessarily a bad thing. The fact that the world knows things about me benefits me in many ways.

My life is simpler. I don't 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 curated.

But 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 "failed to provide adequate and meaningful protection."

To rectify this, the report suggests a "do not track" 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 instrument.

On the positive side, the FTC paper does not include language around a universal "opt-in," 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 – a currently thriving ecosystem in a contracting global economy.

So, what should the online marketing industry be doing? The answer is definitely not "nothing." We have already established an industry view on self-regulation (http://www.aboutads.info/) and we now have a means of execution – providing consumers with an easy and straightforward way to opt out of data collection if they so choose.

As marketers, agencies, publishers, and ad networks, it is incumbent upon all of us to amplify and accelerate our compliance to the Self-Regulatory Program for online behavioral advertising (OBA) quickly. Only by signaling to the FTC and Congress that we are serious about self-governance, can we expect to control our own destinies. The time to act is now.

David is EVP, US Director of Digital Communications, David’s central goal is to spearhead UM’s 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 david_cohen@universalmccann.com.

Read all David's MediaBizBloggers commentaries at Curious Thoughts from Curious Minds.

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