Lou Mastria

Lou Mastria
This Is Huge!

In the summer, an unparalleled group of previously disparate interests in the online advertising ecosystem agreed to speak the same language about behavioral advertising.

How to Grow Your Privacy Team in a Down Economy

It may not be in their job descriptions, but your marketing, sales and business development folks are important parts of the privacy team. This is especially so when it comes to the complexities of dealing with partners and clients.

New 'Publishers' and New Self-Regulation

In these harsh times, staying afloat and keeping your privacy/security programs shipshape are not givens. So, the privacy professional needs to be even more part of the conversation about strategy. This is true because many of the new data-driven opportunities in the market are occurring inside a self-regulatory environment that is evolving.

Find Safe Harbor in Privacy Policies

Warning: Some of what you may read these days is neither for the faint of heart nor for those who fear change. While I urge you to continue reading this column, I also urge you to continue to find new and creative ways to weather the economic storm within which we find ourselves.

Privacy Is Just Table Stakes

As we head into the annual DMA conference, I am drawn to think back on some of the columns the good people at Target Marketing magazine have allowed me to write during the last 12 months. And, as I do, I think these columns have really dealt with the "nuts and bolts" of privacy: notice, choice, security, etc.

Nuts & Bolts: Eye on Privacy

During the past few months, a great deal of attention has been paid to the issue of online behavioral advertising (OBA). It’s been driven mostly by large companies in the Internet advertising space and trade associations responding to a set of principles proposed by the Federal Trade Commission late last year and proposed legislation in New York and Connecticut. Most of the responses from trade groups and Internet advertisers to these regulatory/legislative initiatives focus on self-regulatory regimes that are in place to balance the privacy interests of consumers with the business models that make much of the content we enjoy on the Web available

List Hygiene: Your Smartest Move

Can there be targeted marketing without accurate information? I say no. From e-mail to direct mail, the need for sound list hygiene practices is not only ever-present, but ever-increasing. Why? For me, it comes down to the belief that a global list hygiene strategy is part and parcel of increasing relevance for the consumer, reducing costs for the marketer and demonstrating corporate responsibility. A win-win-win!

Nuts & Bolts: Eye on Privacy

Have you noticed that consumer notices are suddenly sexy? It may well be a reasonably inescapable conclusion given the amount of guidance marketers received at the end of 2007 and will continue to receive in 2008. The fact is the Direct Marketing Association issued its Commitment to Consumer Choice program, with a new notice provision for each solicitation. Further, the Internet Advertising Bureau is working on its own best practices document for disclosures. Even the Federal Trade Commission held a town hall meeting on behavioral advertising, focusing much of the discussion on notice to consumers. That’s an awful lot of attention for something that

Nuts & Bolts: Eye on Privacy

Right now, 38 states have consumer notification laws for data breaches. In addition, a handful of bills are making their way through Capitol Hill on the same topic. Taken together, these laws and proposals have myriad combinations and permutations of what is considered a security incident, when to notify, how to notify and where to send notification. Generally, notifications can be made using a combination of online and offline methods, which may include e-mail, postal mail, Web site notice, call center and media. For national marketers, the answer may be to encrypt data as a way to prevent exposure to the varying state and forthcoming national