Presentation is loading. Please wait.

Presentation is loading. Please wait.

® Do Not Track Legislation and Zip Code as Personal Information Sheila Colclasure, Public Policy & Privacy Compliance Ofcr Jordan Abbott, Compliance Legal.

Similar presentations


Presentation on theme: "® Do Not Track Legislation and Zip Code as Personal Information Sheila Colclasure, Public Policy & Privacy Compliance Ofcr Jordan Abbott, Compliance Legal."— Presentation transcript:

1

2 ® Do Not Track Legislation and Zip Code as Personal Information Sheila Colclasure, Public Policy & Privacy Compliance Ofcr Jordan Abbott, Compliance Legal Leader

3 ACXIOM BACKGROUND Founded in 1969 Public in 1983: Nasdaq (ACXM) Headquarters: Little Rock, Arkansas More than 7,300 associates worldwide FY 2010 revenue: $1+ billion >Over 70% of total revenue is from clients under long-term contracts

4 WHO IS AFFECTED BY DO NOT TRACK? Start Ups SOHO Fortune 500 Mid Tier Small Tier Everybody Politician Entertainment Gaming Financial Svc Retail Technology Insurance Travel Universities Telco Manufacturing Automotive Consumer Goods Television Health Care Law Firms Security Collections Government MORE!

5 Marketing Acquisition Up-sell /Cross-sell Retention Marketing Acquisition Up-sell /Cross-sell Retention Risk Fraud Authentication Verification Risk Fraud Authentication Verification Identity SOLVING IN THE DIGITAL WORLD

6 ECONOMICS >$$ 300 Billion Dollar Internet Ecosystem >$$ 283 Billion US Marketing Spend >$$ 26 Billion spend on Online Marketing >3 million people hold Internet Advertising jobs > Interest Based Advertising = 457% return $$ 600 Million in Internet Advertising produces $$ 39 Billion in sales/economic activity 6

7 DO NOT TRACK >Regulation of Behavioral Advertising >OBA knows no geographical boundaries >Hyped up media coverage >Anecdotal Harms >State Legislation >Effects on businesses and state economies 7

8 DO NOT TRACK…HISTORY >Federal Trade Commission has long been interested >Consumer Advocates engaged >Several Public Policy Groups engaged >Technology challenges >Consistency across mediums/channels 8

9 DO NOT TRACK…FUTURE >Federal Trade Commission >Industry Response >Global Pressures >Technology innovations >Evolving consumer acceptance >State Role 9

10 SURVEILLANCE SOCIETY... Collecting even “private” data, little governance, little enforcement…lots of secondary commercialization AppsApps Captures device data points, formulates “fingerprint,” spoofable, not “categorized” as pii…yet used that way Device Fingerprint Sits on networks, watches traffic, sniffs out brand and…”listens” Sniffers and Listeners Offers even more tracking & collection, utilizes the Cloud HTML5 Multiplied by time; checking in Precise GeoLocation Rides the pipes, capturing and closing the loop on every data point including digital dust and digital exhaust of digital device MetersMeters Relies on the Cloud, devices monitor, report back eHealth & HITECH Multiply in order of magnitude The Internet of Things… You are known and treated in place and time via the cloud PlacefulnessPlacefulness 10

11 ICON PROJECT: ABOUTADS.INFO >Are the choices easy to understand & action? >Do choices cover all information practices? >Are the choices easy to understand & action? >Do choices cover all information practices? >Reasonableness Test >Notice suitable for the device? effective for the media? >Complete disclosure? Before collection? send out a probe? Begin to Listen? Secondary use? Third party transfers? Passively collected info? >Any “surprises”? >Measuring for harm? >Reasonableness Test >Notice suitable for the device? effective for the media? >Complete disclosure? Before collection? send out a probe? Begin to Listen? Secondary use? Third party transfers? Passively collected info? >Any “surprises”? >Measuring for harm? Meaningful Transparency ChoiceChoice 11 In Privacy Mode Ads Preferences

12 “ In matters of principle, stand like a rock; in matters of taste, swim with the current.” Thomas Jefferson

13 PINEDA V. WILLIAMS-SONOMA STORES Song-Beverly Credit Card Act – Cal Civ. Code §1747.08 – Generally prohibits requesting or collecting “personal information” during a credit transaction – Intended to prevent marketing databases Linens & Things Party City February, 2011, California Supreme Court held that zip codes are personal information 13

14 “FALLOUT” FROM WILLIAMS-SONOMA Since February, almost 200 class action lawsuits have been filed against retailers in California alleging violation of Song-Beverly Lawsuits across the country alleging similar claims New Jersey Massachusetts Multiplier = Thousands of Transactions x statutory damages of up to $1,000 14

15 “FALLOUT” FROM WILLIAMS-SONOMA State Legislation to mirror Song-Beverly At least 15 states have a Song-Beverly like statute Texas - House Bill 3011 Louisiana - House Bill 128 15

16 THE FUTURE OF RETAILING Near Term >Uncertainty Things that were “universally” considered to be okay are not – Possibility of inconsistent judgments Things that are innovative may not be okay Long Term >Inefficiency Increase in unfocused marketing Abandonment of worthwhile investments Potential effect on state revenue 16

17


Download ppt "® Do Not Track Legislation and Zip Code as Personal Information Sheila Colclasure, Public Policy & Privacy Compliance Ofcr Jordan Abbott, Compliance Legal."

Similar presentations


Ads by Google