Data Privacy and the Ad Industry

What you need to know:

A vast legal and regulatory framework confronts today’s digital advertiser—from 50 different state data breach laws to a spectrum of industry-specific Federal laws that address health, financial and children’s data. Given that the Internet is global, marketers must also be aware of the consumer data protections enforced outside of the U.S.—across Canada, Latin America, Asia and the European Union.

It is essential for ad agencies to ensure that personal data is obtained with consumer awareness and permission and that such data is adequately secured and protected for all advertising uses. If it isn’t then the trust between brand and consumer is violated and the client can become exposed to Federal and state sanctions and possibly, private litigation.

What the 4A’s is doing to support the industry:

The 4A’s shares knowledge and insights on a rapidly developing online advertising marketplace. We work to protect consumer data through best practice frameworks while ensuring that agencies and advertisers are not burdened by heavy-handed legislation that may compromise an innovative, fast-moving Internet.

Where we stand:

4A’s has joined industry partners such as the ANA, IAB and DMA in cautioning against overly assertive restrictions on broadband Internet content proposed by the Federal Communications Commission (FCC). This includes privacy rules the regulator has advanced that go well beyond the reasonable protections already enforced by the Federal Trade Commission (FTC), the traditional consumer protection agency in government.

Privacy-Related Content

4A’s Presents Concerns with California Consumer Privacy Act (CCPA)

Government Relations

Alison Pepper, SVP, 4A’s Government Relations, delivered a statement at the California Attorney General’s hearing in Fresno, regarding member agencies’ concerns about the California Consumer Privacy Act. Issues include consent, the use of publicly available data, and the conflation of pseudonymized data and personal information.

Industry Pulse: A Look Ahead at 2019

Research Services

Integral Ad Science surveyed digital ad professionals to learn how the challenges they face will drive change in the digital advertising industry.

Surveying the Digital Future

Research Services

Digital media behaviors, usage of emerging technologies, privacy concerns, the Internet’s importance in political campaigns, and more are featured in The Center for the Digital Future’s annual report.

Tech & Media Outlook 2019

Research Services

Activate identifies and evaluates the most important trends for tech and media in the coming year.

Global Intelligence Q3 2018

Research Services

Zenith has released its Q3 2018 issue of Global Intelligence with data and insights on the global advertising market.

4A’s Comments on “Developing the Administration’s Approach to Consumer Privacy”

Government Relations

Read the two sets of comments the 4A’s submitted in response to the request for public comments on “Developing the Administration’s Approach to Consumer Privacy,” a September 26 notice by the National Telecommunications and Information Administration.