At Flashtalking, we believe in a free and open internet in which:
Publishers and advertisers may utilize their first party data, gleaned from permissioned interaction with the consumer, to deliver targeted ads and evaluate their effectiveness.
Publishers and advertisers may employ third parties to process that data on their behalf, as long as they fulfill a duty of care to protect that data from being used outside the circumstance for which it was permissioned.
Advertisers must be afforded the means to spend their ad dollars wisely, and the right to understand how their ads are performing. Anonymized data is essential for analysis of ads and campaigns.
We believe these things because we understand that targeted and effective ads, supported by data driven analysis, are the economic fuel that keeps the internet free and open.
In order to meet these principles of transparency, consideration and respect of the consumer, Flashtalking believes that:
Any operation involving identity, even properly pseudonymized, requires clear notice to the consumer.
At every touchpoint, consumers should be offered clear and transparent access to information on how their data will be used, and the opportunity to opt-out.
We should follow the law. As outlined in the CCPA, consumer data should not be shared without the consumer’s opportunity to opt out. It would be wise for all of us to assume this as an overall standard.
We are all responsible for making this a reality: brands, data companies, publishers and ad-tech partners. The only way to future-proof online advertising is if we all take responsibility for ensuring privacy is respected. However, among all the stakeholders in the supply chain, it is advertisers who are ultimately responsible for ensuring proper notice and agreement from consumers.
Cutting corners and seeking loopholes around these principles will only further undermine consumer trust, and lead inevitably to more regulation, more disruption, and more consolidation of power among walled gardens.
Flashtalking is determined to honor these principles.
