TrustArc Blog

Notes From Digiday Target

May 09, 2011

Fran Maier

On Friday at Digiday Target in New York City I had the unique opportunity to be interviewed by Brian Morrisey, editor-in-chief at Digiday, on “The Evolving State of Online Privacy” (you can watch a video of the interview here). Everyone agrees that privacy is a bigger issue than ever, yet even among the advertising community there is still a fair bit of confusion about what’s going on in D.C. and Europe, and what they as advertisers and marketers need to do.

I found the audience questions revealing. For example, one fellow said that he thought if the privacy policy disclosed it all then that was all the company had to do. That might have been true a few years ago, but OBA industry standards today call for notice and choice at the point of advertising and information collection. The standards are evolving.

We also announced that day that TRUSTe now helps serve over 10 billion DAA-compliant impressions every month using the Advertising Option Icon (aka “Forward i”) . Great going for all the companies that are taking a leadership position and testing, implementing, and ultimately providing consumers with enhanced privacy notice and choice on their ads or websites. I’m happy to say that our momentum is strong thanks to TRUSTe’s longstanding relationships with top brands, our deep privacy expertise, and our scalable technology (10 billion monthly impressions is a very big number and we expect to get to 40 billion very soon).

By the way, prior to the interview, Brian and I had a bit of a debate on why privacy is so big right now. One of my beliefs is that social media, specifically Facebook, has made people think about privacy in a new way – it has taught consumers that they have to make decisions about their privacy. And my proof point was our social networking privacy survey or parents and teens, where we found nearly 60% of parents/adults have changed their privacy settings. Sure enough, Brian asked the audience and at least 70% indicated by raise of hand that they’ve changed their privacy settings.

You might find the interview interesting, and again, you can view it here.