Isaac Scarborough

Isaac Scarborough
Eye on Privacy: Third Parties and the Question of Agency

It’s becoming more common for marketers to contract with a number of third parties to send their marketing e-mails, display their online ads or make consumers aware of their products. Marketing channels can be vast and, for all but the largest companies, hard to navigate. In fact, it’s often much easier to contract out to affiliates—and trust they’ll get the job done right. Unfortunately, when the law gets into the mix, you don’t always have that privilege. In recent months, e-mailmarketers in both New York and California have been sued by regulators over their use of e-mail addresses. In both cases, the marketers hadn’t collected

Eye on Privacy: Would Paying for E-mail Decrease Spam?

We’re all pretty used to paying for postage, whether sending a postcard to an old friend or getting the new catalog out to our best customers. In the e-mail channel, though, things have been a bit different. E-mail is a zero-postage zone—for both a quick note to a colleague or an e-mail offer to your entire housefile. That is, until now. In January, AOL announced it was phasing out its reputation-based “enhanced” whitelist and moving toward using third-party certification provided by Goodmail, which would cost e-mail marketers a “fraction of a cent” for every e-mail sent to AOL subscribers. This announcement generated immediate controversy as