With that perspective, she said the tick-box requirement for authorization and openness may be changed by a “data minimization technique.”
Wouldnt the data-driven marketing industry get crushed?
Well, yes. Thats in fact among Slaughters explicit pros for the paradigm shift.
” If business can not indiscriminately gather data, advertising networks could not build microtargeting profiles. Without the money making aspect of microtargeting, the reward to indiscriminately collect data falls away.”
Online advertising and free, ad-supported media or services will not go away, she said. Rather, the market will revert to a former requirement. Prior to the increase of advertisement network-fueled information collection, customers traded their attention in exchange for seeing advertisements. They didnt trade their customer data in exchange for service.
” Targeting can be done contextually, set off by the material to which an ad is attached, or perhaps through broad and basic categories,” she stated. “These kinds of targeting do not raise the exact same concerns that monitoring advertising does.”
Massacres keynote included the standard upfront advisory that the views expressed were hers alone, and not that of the FTC or any other commissioners.
No legislation or regulation in the immediate future would require a shift from alert and grant a method of information minimization, as she categorizes it.
Its possibly worrying for some data-driven advertising business that the FTC commissioner would take such a strong approach to data-driven advertising. Much of the category falls under her definition of “security marketing,” or collection and use of customer information for advertising in exchange for free content and services.
” We are all surveilled, tracked, targeted– some of our communities more than others– and too frequently our choices are controlled and limited,” Slaughter stated. “This is not the outcome of the expression of informed preferences in a well-functioning market.”
What if all the privacy-safe, transparent, consent-based and opt-in digital advertising initiatives of the previous couple of years turn out, a few years hence, to have been a whole wild-goose chase?
Its not such a far-flung possibility.
Privacy and consumer data services in the market have actually “hinged on the principles of notification and choice” for too long, stated Rebecca Kelly Slaughter, among 5 FTC commissioners, in a keynote recently at the Better Business Bureaus National Advertising Division conference.
” The notice-and-consent framework began as a reasonable application of fundamental customer security principles to personal privacy– tell consumers what you are finishing with their data, protected permission, and keep your pledges,” according to the FTCs transcript of the address.
Its an user-friendly service, Slaughter said, however explaining data collection has little to no actual effect on the market. General web consumers do not truly read and understand click-through policy terms, nor do they have any bargaining power in the relationship, she said. And even if publisher opt-ins were meaningful, consumer information is shared by a large ecosystem of companies web users have no familiarity with.
Slaughter offered a number of examples of unaddressed issues with notice-and-consent frameworks as they exist in the market.
Apps with no legitimate function for collecting contact book info or location data frequently gather that data anyway, and pass it to intermediaries. When customer data breaches happen, this over-sharing of user data enhances the repercussions for victims.
Google Chromes Privacy Sandbox got a call-out throughout her presentation as an example of how privacy-focused options may only enhance the position of large platform publishers.
She recommended that the market step back from “privacy” as the specifying goal, and rather believe more broadly about “information abuses.”
And even if publisher opt-ins were meaningful, consumer information is shared by a large environment of business web users have no familiarity with.
Apps with no genuine purpose for collecting contact book details or place information typically gather that information anyway, and pass it to intermediaries. When customer information breaches happen, this over-sharing of user information magnifies the repercussions for victims.
Prior to the increase of advertisement network-fueled data collection, customers traded their attention in exchange for seeing ads. They didnt trade their customer information in exchange for service.