Summit Snapshot: X-Factor -- Responsible Data Collection for Interest-Based Advertising Across Devices
By Lou Mastria
Innovation at DAA Summit 2017….
As marketers continue to coalesce the customer experience through the myriad devices we interact with on a daily basis -- which comScore now estimates to be between 10 and 12 devices per household -- they are also diligently heeding ethical standards and best practices in an increasingly dynamic ecosystem.
Representatives from companies that are enhancing this customer journey across devices spoke at DAA Summit 2017, offering insights into how they take a responsible, consumer friendly approach to cross-device data and marketing. Emmett O’Keefe, senior vice president of advocacy at the Data and Marketing Association, introduced and moderated the panel, which was titled “X-Factor: Responsible Data Collection for Interest-Based Advertising Across Devices.”
“There’s a lot going on with the question of how to make this cross-device marketing seamless for consumers, but still do it in a responsible manner,” O’Keefe said, opening the discussion. “That's where organizations like DAA [Digital Advertising Alliance] come in in a very significant way. DAA was ahead of the curve and has long been a leader on these issues.”
Guidance to DAA’s Principles for using cross-device data for interest-based advertising came into enforcement effect this February. Even the...
By Lou Mastria
Innovation at DAA Summit 2017…
The age of connected and autonomous vehicles has arrived, raising questions about the future of the auto industry, public safety, and the very nature of transportation. But as cars become smarter, companies and regulators alike are thinking about more than just their driving performance -- the focus also rests on the data such vehicles can collect.
A self-driving vehicle today generates about one gigabyte of information every second, according to David L. Strickland, partner at Venable, who led a panel at DAA Summit 2017 titled “The One-Ton Cookie: the Intersection of Self-Driving Vehicles and Relevance.” Even non-autonomous “connected” cars are constantly collecting data about their location, performance, and visual surroundings.
Who has access this data is still in question, but Strickland and his fellow panelists -- Rebecca Lindland, senior director of consumer insights at Kelley Blue Book/Cox Automotive, and Peder Magee, senior attorney for privacy and identity protection at the Federal Trade Commission -- agreed that it will redefine cars and their societal and economic value.
“Data is going to be the lifeblood of this industry,” forecasted Strickland, who previously served as the top regulator at the U.S. Department of Transportation’s National Highway Traffic Safety Administration before moving to Venable.
The panelists discussed what this data-based future might look like and how a regulatory...
By Lou Mastria
This blog is Part II of II. Part I discusses what’s known as of June 2017 about GDPR regulation -- scheduled to take effect May 2018. No information imparted in this blog series should be construed as legal counsel. Rather this post is strictly for information purposes only.
Heard at DAA Summit 2017...
Representatives from different areas of the interest-based advertising (IBA) ecosystem met during a DAA Summit 2017 panel to discuss how their companies are preparing for the imminent GDPR -- scheduled to take effect roughly nine months from the date of this post.
Peter Kosmala, then the senior vice president of government relations at 4A’s, introduced and moderated the panel, which offered a more “practical perspective” on the GDPR, complementing the previous day’s workshop discussion about GDPR’s known legal elements.
Photo: Peter Kosmala, then senior vice president of government relations at 4A’s, moderates GDPR in Practice panel at DAA Summit 2017
Before the panel delved into discussion, Darren Abernethy, senior global privacy manager at TrustArc, contextualized the ensuing conversation with GDPR fundamentals: harmonization of 28 member...
By Lou Mastria
This blog is Part I of II. Part II discusses how some parts of the interest-based advertising ecosystem are preparing for GDPR adherence. No information imparted in this blog series should be construed as legal counsel. Rather this post is strictly for information purposes only.
The EU’s General Data Protection Regulation (GDPR) comes into effect on May 25, 2018, leaving affected organizations less than a year to come up with compliance strategies for what will be a significant change in European data regulation.
When GDPR was adopted last April, press coverage focused on its firm penalties for non-compliers: fines equaling 20 million Euros or four percent of annual global turnover -- whichever is more. Stifling.
Those in the digital advertising industry are more focused on solutions. At last month’s “Digital Advertising Accountability Workshop” held at the Digital Advertising Alliance’s Summit 2017, three experts in European data privacy who are committed to finding the best strategies for compliance -- Shannon Yavorsky, partner at Venable LLP; Matthias Matthiesen, senior manager of privacy and public policy at IAB [Interactive Advertising Bureau] Europe; and Mathilde Fiquet, vice chair of the European Interactive Digital Advertising Alliance (EDAA) and EU affairs manager for the Federation of European Direct and Interactive...
By Lou Mastria
Innovation at DAA Summit 2017...
Digital advertising never stops innovating -- take, for example, the out of home ad market.
As out of home (OOH) advertisers find new ways to embrace digital tech, they are increasingly relying on the bread and butter of digital advertising: data. And as leaders in out of home advertising look to a data-based future, they are also proactively dealing with questions around privacy -- a novel issue for what is perhaps the ad industry’s oldest medium.
Photo: Billboards… reimagined. A fun mockup from our friends at Outdoor Advertising Association of America
To characterize this evolution, innovators helping rejuvenate the industry spoke at DAA Summit 2017, shedding light on how out of home is increasingly resembling online and mobile interest-based advertising (IBA) in its application of data while planning for privacy.
The very notion of out of home ads using data may be counterintuitive -- billboards might be considered among the most static and nonspecific forms of broadcast advertising. Taking aim at such misconceptions, panel moderator, Stephen Freitas, chief marketing officer at the Outdoor Advertising Association of America (OAAA), began by asking panelists -- all of them practitioners in the field (no pun intended) -- the simple question, “how are you...