FCC Killing IP Data Supply to Marketers
Internet providers will soon have to ask permission to provide consumers’ data to marketers, per an FCC ruling on Thursday that takes effect in a few months. As frustratingly nebulous as that sounds, it’s literally based on when the FCC publishes its notice in the Federal Register, according to The Verge.
IPs will still be able to use anonymous data, reads the article in The Verge, and the ruling doesn’t impact other online properties, such as Google and Twitter, according to NPR.
“When the rules go into place,” writes Jacob Kastrenakes of The Verge, “likely sometime early next year, Internet providers will be required to get explicit permission from subscribers before sharing ‘sensitive’ information about them, such as their browsing history, their app usage, their location and the content of emails and other communications. … Medical and financial information will also be restricted by these rules, as will social security numbers and information on children. Any information that isn’t covered by these categories can still be shared by Internet providers unless consumers actively opt-out.”
None of this is sitting well with the DMA, which emailed a statement about the ruling to Target Marketing on Thursday.
“The FCC’s decision is bad for consumers and bad for the U.S. economy,” states Emmett O’Keefe, DMA’s SVP of advocacy. “There are no winners in this action; only losers. In short, the FCC got this wrong.
“The success of the digital economy in the United States is not an accident,” he continues. “It is the product of a proven framework for the collection and use of data online. The beauty of the current system is that it puts consumers in control of how data about them is used across the entire Internet. Consumers understand how the system works and have come to want and expect advertising messages to be useful and relevant to them. Unfortunately, the FCC‘s action ignores what’s working and working well, and supplants it with a burdensome system that will stifle innovation and make it harder to deliver advertising messages that are relevant and useful to consumers.”
What do you think, marketers?
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