FTC Commissioner endorses data minimisation approach to counter data abuses

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 06, 2021, 5:06 PM GMT+0

According to FTC commissioner Rebecca Kelly Slaughter, businesses must adopt a data minimisation instead of obsessing over privacy.

Privacy and consumer data solutions depend on notice and choice principles, especially when general web consumers are likely to skip policy terms entirely. But explaining data collection methods to web consumers may have little impact on the actual market, says Rebecca Kelly Slaughter, one of five FTC commissioners.

Without indiscriminate data collection, advertising networks cannot build microtargeting profiles. This way, the very motivation to collect data disappears. Brands can ask consumers to trade their attention in exchange for seeing ads. Slaughter suggests that brands target ads contextually, triggered by content.

One of the many problems consequent of notice-and-consent frameworks is apps with no legitimate reason collecting data like user location, contact list and passing it on to intermediaries. Similarly, initiatives like Google Chrome’s Privacy Sandbox strengthen the market positions of large platform publishers.

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