FTC cracks down on data use in USA based advertising campaigns

This week the FTC announced that it would be cracking down on the use of data in the US for advertising purposes, saying that “Browsing and location data are sensitive. Full stop” You might not have heard of the companies the FTC looked but the ramifications could be significant.

A crackdown on data collection could impact alternative identity providers which some businesses are turning to with the deprecation of third party cookies looming, as their methods for data collection are largely not built around explicit and informed consent. We have seen this play out in Europe before with GDPR (our co-founder was a hand-picked expert in an EU commissioned study related to measuring the impact) and we can expect to see a similar path forged nationwide in the US.

At Impact Media we are leaning into Privacy Enhancing Technologies, be that targeting or measurement, we firmly believe it is possible to deliver high performing campaigns that are optimized to maximize attention without pervasive tracking. Contact us to find out more.

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