As the U.S. Federal Trade Commission proposed in early December a Do Not Track mechanism for Internet Users, Lotame Solutions, Inc. emerged as a thought leader in the future of online privacy.
If Do Not Track were passed, the FTC would implement and govern a system that if turned on, would prevent marketers from monitoring a person’s activity online.
Adam Lehman, Chief Operating Officer at Lotame, represented the company at the Future of Privacy Forum event on December 1st at the National Press Club. He said that although Lotame strongly aligns itself in support of transparency and consumer choice, he found consensus among other industry leaders that Do Not Track is not the answer.
“Through the course of the event, we discussed a wide variety of concerns and issues regarding the potential design, scope, implementation and impact of a Do Not Track mechanism,” he said. “Notwithstanding the alignment of virtually every panelist around providing consumers with new and better tools for privacy online, we were not able to agree on how this would be achieved by way of DNT.”
One of the main concerns with Do Not Track surfacing from industry leaders is a doubt that federal regulation and enforcement will be able to keep up with the rapidly evolving tactics of online marketers.
“Though well-intended, legislative or regulatory solutions are almost certain to fail in keeping up with the rapid pace of change in Internet technologies, services and business models and will ironically instead likely serve to constrain consumer choices – not only with privacy management, but in the products and services made available to consumers through the advertising-supported Internet economy,” Lehman said.
Steve Sullivan, the IAB’s vice president for supply chain and revenue solutions, said in an interview with USA Today that he thinks the FTC should take a backseat as the industry creates its own set of checks and balances.
“Tracking is not a bad thing,” Sullivan said. “It needs to stay self-regulated in the industry.”
Lotame has already taken great strides to protect consumers through numerous Opt-Out Tools and the Lotame Preferences Manager. Lotame also participates in self-regulatory and voluntary programs like the industry’s new central opt-out page, www.aboutads.info and the Open Data Partnership project.
“We have fortunately already solved numerous issues associated with current opt-out approaches, and consumers now have access to a rich and growing array of tools dedicated to assisting them in managing their online privacy and customizing their online advertising experiences,” Lehman said.
Lehman said that consumers should rest assured that Lotame will remain at the forefront of privacy discussions.
“Lotame will continue to take a progressive stance in supporting consumer needs in the digital marketing ecosystem and adopting and promoting tools that meet those needs while favoring innovations from industry, entrepreneurs and other independent players over legislative or regulatory solutions.”
