Advocacy: All eyes on online privacy

Daniel L. Jaffe

Recent developments could adversely impact the Internet economy. Here's how we're responding

Our industry faces a serious challenge: How do we maintain and foster the extraordinary growth of the Internet, with its tremendously positive impact on the economy, without endangering deeply held concerns about individual privacy and autonomy? The answer to that challenge will have fundamental implications for both consumers and marketers.

Over the past few years, consumers and the government have raised legitimate privacy concerns over hacking and the harmful misuse of data (health, financial, locational, etc.). But those types of threats need to be distinguished from online behavioral advertising (OBA), which uses anonymized data to tailor relevant ads to consumers' needs.