Justin Brookman

Heather Fletcher is senior content editor with Target Marketing.

Facebook’s move to allow marketers to import consumer lists obtained through data broker companies, announced on Wednesday, met with substantial concern from privacy advocates due to the amount of data the companies hold on consumers. Facebook said it would expand its custom audiences tool to allow advertisers to use data obtained through the data brokers Acxiom, BlueKai, Datalogix and Epsilon to market to specific users on its platform. Many large advertising platforms were already allowing marketers to use lists provided by data brokers. But Jeffrey Chester, the executive director of the Center for Digital Democracy, still felt that Facebook’s move

The topic that's moved from the Federal Trade Commission's recommendations onto the front burner for Congress and the White House stayed front of mind for three panelists during the session "How the FTC's Recommendations for Online Privacy Will Impact Direct Marketers" at Direct Marketing Day @ Your Desk 2011. A few of the key moments in the session are highlighted below.

In this session, originally broadcast during the 2011 Direct Marketing Day @ Your Desk Virtual Show, panelists discussed online privacy regulation in the wake of Federal Trade Commission recommendations, and how they could impact online marketers.  Panelists gave their insight on how the ubiquitous practice of behavioral tracking may encounter new federal oversight and talked about the following:

  • How will this affect direct marketers?
  • What steps are marketers taking to make it clear that they're doing a good job of policing themselves? (How many are actually adopting, for instance, the IAB/DMA/Etc. guidelines?)
  • What should marketers do if "do-not-track" becomes a reality?

Click here to view this session today.

Visit the DirectMarketingIQ eLearning page to get more information on archived and upcoming webinars and virtual shows.

A new privacy bill that includes authorization for do-not-track regulations could be introduced in Congress as early as this week by Rep. Jackie Speier (D-Calif.). The proposal would enable the Federal Trade Commission to issue regulations ensuring that consumers can opt out of online data collection by companies engaged in interstate commerce, according to a summary provided by Speier's office.

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