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During the hearing, IAB also explained how a uniform federal law could aid in a future crisis.

The Interactive Advertising Bureau’s Vice President for Public, Dave Grimaldi testified before the Senate Commerce Committee how big data could be used for the public good and aid in the fight against the coronavirus pandemic. The testimony also stressed that advertising is crucial during the crisis to support the dissemination of important news and public information.

Advertising can also serve millions of people who are dependent on low-cost and free communication services. The institution further laid out that data can help health and government authorities better manage responses to contain the virus during increased demand.

IAB further proposed the existing privacy framework in the US should be updated to encourage responsible data use. IAB members have long supported strong consumer privacy regulations.

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