The Direct Marketing Association (DMA) expressed disappointment following the introduction of the "The Data Broker Accountability and Transparency Act of 2014" (DATA Act), a bill that would stymie the responsible use of data across the entire data-driven marketing economy, stifle innovation and ultimately hurt consumers.
The multibillion-dollar data brokerage industry, a growing force in online marketing, is drawing intensified government scrutiny. On Wednesday, Senator John D. Rockefeller IV, Democrat of West Virginia, opened an extensive investigation of nine leading information brokers. Because Americans now conduct much of their daily business online, the senator said he was concerned that “an unprecedented amount” of personal, medical and financial information about people could be collected, mined and sold, to the potential detriment of consumers. “An ever-increasing percentage of their lives will be available for download, and the digital footprint they will inevitably leave behind will become more specific