Keeping Up with the FTC's Thoughts on Notice, Choice and Persistent Identifiers

With advances in cross-device technologies and the ever-growing Internet of Things, what should the online advertising industry be doing to address consumer concerns about online tracking? "Offer them easy-to-use tools to block all of the techniques used to track them," answers Jessica Rich, Director of the FTC's Bureau of Consumer Protection. Recapping her Q&A Session with Leigh Freund at last week's Network Advertising Initiative (NAI) summit, Rich today shared her thoughts on the state of the online advertising industry.

In addition to calling for easier tools to block tracking technologies, she called for industry to do more to better inform consumers about how they can be tracked online and on their devices. While applauding efforts by the NAI and the Digital Advertising Alliance (DAA) to provide tools to control targeted advertising and address cross-device tracking, she suggested more is needed to keep up with rapid technological changes in online advertising.