AdExchanger Research Reveals: Marketers' Conservative, Stable Approach to Personal Data Critical for Managing Future Privacy Issues
New White Paper Examines Definitions of Personally Identifiable Information (PII), Provides Marketers Ways to Innovate Consumer Privacy Practices
NEW YORK, Sept. 3, 2014 /PRNewswire/ -- A macro issue that will continue to plague the marketing and advertising industry, if it is not properly addressed, is the instability of today's privacy practices, according to a new white paper by AdExchanger Research, a practice designed to provide thoughtful analysis on the digital media and marketing technology ecosystem.
The white paper, entitled "Define PII Today to Prepare for the Privacy Demands of the Future," sheds light on Personally Identifiable Information (PII) in an effort to help marketers navigate consumer privacy concerns. It provides tips on ways marketers can innovate their privacy practices, and also examines the United States and European Union's current approach to privacy.
Defining PII is a complicated matter and multiple working definitions of PII are currently in use, according to the research. PII generally includes elements such as first and last names, home addresses, credit / debit card / bank account numbers, driver's license / passport / social security numbers, email addresses and fingerprints. However, there are schisms within the marketing technology community over other data elements, and whether or not they constitute as PII.
Elements that fall into the PII "gray" area include the following:
- IP address
- Medical information
- Date of birth
- Mother's maiden name
- Employee / tax ID number
- Location coordinates
"With consumer fears increasing over the use of 'personal' data, it is of upmost importance that marketers make privacy a cornerstone of their overall strategy and embrace innovative privacy practices," said Joanna O'Connell, Director of Research at AdExchanger.
According to the white paper, marketers must take a conservative approach to defining PII for the following reasons:
- Privacy compliance with local laws in a globalized economy is increasingly challenging
- Stringent privacy considerations are required to reduce the risk of a data breach
- Companies face increasing scrutiny as US corporate privacy protection policies evolve
- Connected devices will continue to proliferate, creating massive privacy implications
- Data science capabilities are increasing, causing greater risk for the protection of PII
"Although managing PII is a serious issue, marketers should see it as an opportunity to grow and evolve," said Lizzie Komar, Associate Analyst at AdExchanger Research and author of the research. "By attaining consumer trust through privacy-friendly practices, companies have the potential to reap a multitude of rewards, including new streams of data collected with consumer permission."
In August 2014, AdExchanger Research examined the definition of PII from marketers, agencies and technology companies to contribute to this white paper. The white paper is available for purchase by visiting research.adexchanger.com.
About AdExchanger Research
AdExchanger Research was formed in 2013 by AdExchanger to provide thoughtful analysis on the digital media and marketing technology ecosystem. As a complement to AdExchanger's editorial and publishing arm, our research practice is intended to provide ongoing guidance, advice, support and interpretation of the dynamic digital landscape. Visit AdExchanger Research at research.adexchanger.com.
About AdExchanger
Founded in 2008, AdExchanger is a publishing and research company devoted to the data-driven digital advertising space. AdExchanger enables the exchange of ideas between all members of the "ecosystem," including agencies, advertisers, publishers, data providers, ad networks, media traders and ad technology companies. The goal of this exchange is to help improve understanding and efficiency. The publication has 140,000 monthly unique visitors and a daily newsletter with more than 16,000 subscribers. The company also produces the leading conference in programmatic media, PROGRAMMATIC I/O, and Industry Preview, which provides an exclusive look at the year ahead in digital marketing technology. Visit us at www.adexchanger.com and follow us on Twitter at @adexchanger to stay informed on the latest news.
SOURCE AdExchanger Research
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