ADOTAS – The last few months have been eventful for those following ad targeting and consumer privacy. Here’s my list of things that we have now learned (and some we haven’t) about the emerging “self-regulatory” framework.
What We Know:
A verifiable do-not-track choice is now “table stakes” if you’re making browsers. Microsoft had less to lose by upping the ante. It’s hard to see how Firefox and Chrome not following in some way.
Browser-based “Do Not Track” will be accessible from the new notices in ads and website footers. How can that choice not be presented, in a consumer-friendly process?
Many websites need to add notices, too. The Forward I icon in ads doesn’t cover all networks or collection activities like retargeting.
What We Don’t
What kind of back-end oversight suffices for self-regulation? Independent audits or industry compliance reviews?
Will Apple and Google police tracking privacy on mobile applications? Since they’re the only ones in a position to make it happen.
How will Google implement the DAA requirements? Will they adopt the icon? Will they police the participants in their big data exchange?