An Update on Privacy and OOH

Here is an update on privacy issues, based on the OAAA-sponsored meeting of industry attorneys in New York on June 6 and the annual privacy summit sponsored by the Digital Advertising Alliance (DAA) in Washington, DC, on June 5-6.

State Activity

An unprecedented number of states have considered pro-privacy legislation and regulation. The pioneer in privacy law is California; its law takes effect January 1, 2020.

The tech and advertising industries favor a federal (national) standard on privacy, rather than a patchwork of state regulation.

Ironically, the spate of state legislative activity was (in part) a response to the lack of federal action as consumers clamored for privacy protection.

Online Ads

Since 2010, online ads have featured a blue icon to enable consumers to opt out of advertising.  The Ad Choices icon was developed by the online-ad industry self-regulatory group Digital Advertising Alliance.

In response to fake online political ads, DAA is introducing a new purple icon that provides information about the sponsors of political ads.

Advice from OOH Experts

  • Know the data you have
  • If you acquire data from third parties, perform due diligence regarding their claims that data complies with privacy rules (have healthy skepticism)
  • Reforms intended to protect privacy will not injure or kill the OOH industry, which uses data to help match ad messages to audiences

 

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