With that perspective, she mentioned the tick-box customary for consent and transparency may be changed by a “knowledge minimization strategy.”
Wouldn’t the data-driven promoting business get crushed?
Effectively, sure. That’s truly considered one of Slaughter’s express execs for the paradigm shift.
“If firms can’t indiscriminately accumulate knowledge, promoting networks couldn’t construct microtargeting profiles. With out the monetization side of microtargeting, the motivation to indiscriminately accumulate knowledge falls away.”
Internet marketing and free, ad-supported media or companies won’t go away, she mentioned. Slightly, the business will revert to a former customary. Earlier than the rise of advert network-fueled knowledge assortment, shoppers traded their consideration in change for seeing advertisements. They didn’t commerce their shopper knowledge in change for service.
“Concentrating on could be carried out contextually, triggered by the content material to which an advert is connected, and even by way of broad and basic classes,” she mentioned. “Most of these focusing on don’t elevate the identical issues that surveillance promoting does.”
Slaughter’s keynote got here with the usual upfront advisory that the views expressed have been hers alone, and never that of the FTC or every other commissioners.
No laws or regulation within the instant future would require a shift from notification and consent to an strategy of knowledge minimization, as she classifies it.
But it surely’s probably regarding for some data-driven promoting firms that the FTC commissioner would take such a robust strategy to data-driven promoting. A lot of the class falls beneath her definition of “surveillance promoting,” or assortment and use of shopper knowledge for promoting in change at no cost content material and companies.
“We’re all surveilled, tracked, focused – a few of our communities greater than others – and too typically our decisions are manipulated and restricted,” Slaughter mentioned. “This isn’t the results of the expression of knowledgeable preferences in a well-functioning market.”