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I lay out this self-regulatory ecosystem because in the next 12 to 24 months there will continue to be shifts in how many of us and our partners do business. I hear marketers increasingly talk about leveraging data to become more of a media business. All of these folks want to position themselves differently from the commoditized masses and claim that their audiences are uniquely engageable by advertisers.
Many of these new “publishers” do not have any meaningful data about what kind of messages are relevant to their audiences. This data is seen as the next frontier in turning nondescript numbers about audience size into engageable, attractive markets. For example, if the 1.2 million folks on a gardening newsletter e-mail list have a high propensity to purchase skiing equipment, does it make sense for the newsletter, lead generation or other messaging program to carry skiing content or messages? I’d submit so.
All of this activity in the data space is right in the wheelhouse of privacy. We are virtually purpose-built to support new business goals by adapting tried and true privacy and security safeguards. Does that mean all proposals are going to pass privacy muster? I’d submit not.
But, the reality is that the new data-driven market shift will require us to respond with reasonable and sound privacy/security safeguards that take into account a self-regulatory landscape that must evolve as new channels and new business models continue to grow in the still-infant interactive age.
Lou Mastria, CIPP, is chief privacy officer and vice president of public affairs at NextAction Corp., a Westminster, Colo.-based provider of cooperative data solutions for multichannel retailers. He can be reached at (908) 363-0983, or by e-mail at lou.mastria@nextaction.net.
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