Creating an effective Do Not Track (DNT) measure and an...
Creating an effective Do Not Track (DNT) measure and an online education portal for consumers to learn about the practices of data brokers would be good business practices for the online advertising industry, FTC Commissioner Julie Brill said Wednesday at…
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a Direct Marketing Association conference. “We all know that consumers are starting to worry,” and industry actions like those would make users feel more comfortable about data brokers and online tracking, she said. A DNT tool “enabled by browsers … would be the most effective way to provide consumers with granular choices that will be honored across platforms,” and consumers should be able to learn about the practices of data brokers and view and correct the information data brokers have about them, she continued. “Today’s biggest threat is the customer that is made skittish as she learns how her personal information is collected, used, bought and sold.” These resources would help the agency and the industry reach their shared goal of “a vibrant online and mobile marketplace fueled by the responsible use of consumer data,” she said. Brill also applauded the work of Peter Swire, the new co-chair of the World Wide Web Consortium (W3C) Tracking Protection Working Group. “I do have a bit of a frustration” that the W3C discussions aren’t moving faster, but Swire has led the group in important discussions, including about the de-identification of browser data, she said.