NAI Summit, April 13, 2016 - Panel 1 PII vs. Non-PII: Is there still a distinction
The DoubleClick/Abacus case helped spur the creation of NAI in 2000 and led to
one of the fundamental principles of the NAI Code - the distinction between
Personally Identifiable Information (PII) and Non-Personally Identifiable Information
(Non-PII), with heightened requirements for the collection and use of PII. The
Federal Trade Commission (FTC) has said that the distinction continues to “lose
significance” as technologies evolve and data collection increases. In fact, some
(non-NAI members) already merge consumers’ PII with non-PII web browsing
history to serve relevant advertisements, underscoring the FTC’s view.
This panel will explore the rationale for maintaining the PII and Non-PII distinction.
Panelists will debate the policy, privacy, legal, and business implications of
eliminating this distinction, and discuss how Europe’s General Data Protection
Regulation (GDPR) and the evolving definition of personal data impact this debate.
Moderator: Alan Chapell, Principal, Chapell & Associates@chapell68
Panel: Geotargeting, Conquesting, Couponing: The State of Last Meter Tactics
We kick off OMMA Mobile Local surveying the most successful tactics in the battle over local mobile airspace. How do leading tactics like geo-targeting ads, conquesting competitor spaces and local couponing map against different marketing goals. Are local data and the mobile ad ecosystem up to the task of real-time geo-targeting? Is couponing already overused and cluttered in the space?
Presentation: 2021: The Year it all Comes Together for Digital
2021 is the year digital media turns 25. Will it be cause for celebration, or will we all be looking back fondly on our industry's kinder, gentler days? Digital Media Analyst and Futurist Alan Chapell takes a look at several current trends and predicts how they play out over time, including: permission marketing, click-bait publishing and consumer privacy perceptions.
Panel: The Data-Driven Consumer: Imagining An Opt-In Ad Economy of 2021
How long has the industry been assuring consumers that tracking their online behaviors, preferences, personae and compromising their privacy gives them more relevant and better advertising and better media? But has it…really? Maybe users are blocking ads because the purported value exchange of advertising is invisible at best, laughable at worst. This panel explores the possibility of data collection becoming an opportunity for media and advertisers to reset the relationship. Will the media of 2021 need to better leverage opt-in relationships where the exchange of data for content is more transparent, clearly beneficial to the consumer and under her control? As content and data diffuses into the Internet of Things, especially, won’t permission-based marketing relationships become pretty much required. Why wait to figure out how this all will work?
