TruEffect recently joined the Future of Privacy Forum (http://www.futureofprivacy.org), a Washington, DC based think tank that focuses on the use of technology and its impact to our privacy within the online advertising industry. At TruEffect, we are active proponents of keeping the internet free by using advertising dollars to support its development – that’s our business. But, in the same breath we believe consumers have fundamental rights and expectations that their privacy be assured, and the data they share online be used only for the purpose intended and only by the entities with whom the consumer believes they are interacting.
In a trip to Washington this week, I had the opportunity to participate in a meeting at the Federal Trade Commission to discuss the recent FTC White Paper entitled “Protecting Consumer Privacy in an Era of Rapid Change.” It was a chance to hear first-hand the FTC’s intentions to gather feedback, conduct hearings and propose actions during this calendar year. As Chairman Jon Leibowitz made clear in his opening remarks, the purpose of drafting these papers is two-fold: a.) encourage business to develop best practices and b.) guide lawmakers. It became clear that the FTC believes the status quo is not acceptable, and that we will see new mechanisms in place soon that provide consumers more clarity, more choice, and more protection. The determination of whether to establish a universal “Do Not Track” capability will not languish for seven years like the “Do Not Call” legislation did.
Although the group meeting with the FTC was small, representatives from some of the largest corporations in the world were present. That said, those most conspicuous by their absence were some of the largest and most recognizable advertisers and advertising agencies on the internet. Change is inevitable, and it will affect the ability of these companies to grow their online relationships with consumers. I would strongly encourage any advertiser or agency that believes interactive media will play a significant part in their business over the next decade (which means every advertiser or agency) to engage now. Visit http://www.futureofprivacy.org to learn more. And as always, let me know what you think.
– Scott Nelson
