Nancy Fletcher on Privacy

OAAA President and CEO Nancy Fletcher gave an outstanding speech titled An Overview of OOH and Technology at last week’s IBOUSA conference.  Her speech is a must read for anyone interested in out of home and tech and what the OAAA is doing to help OOH transition to the future.  You can email her (nfletcher@oaaa.org) for a copy of the remarks and PowerPoint deck.

Fletcher ended the talk with a discussion of what the out of home industry must do to avoid the mistakes of the social media companies:

Final Thoughts on the Importance of Privacy

Privacy concerns are becoming increasingly important. OOH can learn from the mistakes of the online and mobile world, where the collection and use of data have been arguably indiscriminate. The right set of choices now for OOH can benefit consumers, drive continued OOH revenue growth, and set an example for the rest of the advertising industry.

  • In OOH, the scope of data collection and use should be limited not merely to what is allowed, but to what is allowed and minimally required to operate your business.
  • Location data, if collected and shared, should be obfuscated and imprecise. Cameras should never be used to identify specific individuals or vehicles.
  • Data should be stored for the bare minimum of time necessary (and less than the one-to-two-year standard for online). Less is more – when it comes to data collection, retention, and sharing practices.
  • Be fully transparent with your data practices. Arguably the biggest failing of digital advertising to date has been the longstanding practice of disclosing data to the minimum degree required. The OOH bar needs to be higher. That means creating a privacy policy that explains, clearly and in detail, what your company does with user data.
  • OOH is a “one to many” medium and should not target specific individuals with advertising.

The OOH industry can make the right choices now and privacy protection will be an OOH advantage – to go along with the other advantages of OOH – no fraud or bots, brand safety, no ad blocking, 100% viewability, and great value.

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