Privacy & Digital Marketing: Regulation of Online Behavioral Advertising

Online behavioral advertising allows businesses to more accurately target their advertising efforts towards those consumers who have demonstrated an interest in their products or services. This targeted advertising is accomplished, in part, by collecting information about the web pages that the user of a particular device visits or the purchases that the user makes. This collection of information allows advertisers to be more efficient in their outreach to potential customers and helps consumers find the products and services that are of interest to them.

Rapid advancements in technology have raised questions about the scope of the data collection that advertisers engage in, the clarity with which they disclose how they collect, use, and share personal information, and the level of control that they allow consumers to exert over their data. In this session, Michael Signorelli from Venable’s privacy and data security practice group discusses recent developments with respect to self-regulation of online behavioral advertising, supervision by federal regulators, and state and federal legislation that could impact advertisers that rely on consumer information to direct their advertising efforts.

Learning Objectives

I.     Define online behavioral advertising

II.    Learn about the DAA Self-Regulatory Principles

III.   Understand what steps regulators are taking in response to technological advancements in online behavioral advertising

IV.   Identify recent legislative proposals pertaining to online behavioral advertising

V.    Become familiar with recent legislation pertaining to targeted advertising directed at children