I have been a digital marketing media buyer for 15 years. According to eMarketer’s latest forecast "US digital ad spending will reach $83 billion in 2017, representing an increase of 15.9%" year over year. This year digital ad budgets are expected to outpace TV for the first time ever.
The major players in digital are Google & Facebook, people have a choice to not use them. There is only one thing that makes digital companies successful, people using them. They are incentivized to build trust. Moreover, the Federal Trade Commission (FTC) uses its enforcement authority to make sure Internet companies like Google and Facebook respect consumers’ privacy.
Like many, many Americans, I do not have the choice to use one Internet Service Provider or another, my area is Comcast and that's it. If I don't like them, too bad, it's my only way to get access to the internet and Comcast knows that. ISPs are not incentivized to build trust, they could care less, and they have WAY more access to your personal information than Google or Facebook does. I look at ISPs as utilities, like your water or electricity. The Federal Communications Commission (FCC) is charged with protecting privacy for the customers of telecommunications carriers, which are your ISPs.
Our Internet Service Providers – or ISP – is collecting information about us every time we go online, it handles all of your network traffic. That means it has a broad view of all of your unencrypted online activity. Even when data is encrypted, your ISP provider can piece together significant amounts of information about you like:
-your realtime geo-location
-your children’s information
-your personal health information
-your persona financial information
-social security numbers
-web browsing history
-app usage history
- the content of communications such as the text of emails.
The new FCC regulations that literally JUST got passed and would go into effect March 2017, requires ISPs to notify consumers about what types of information they are collecting, specify how and for what purposes that information can be used and shared, and identify the types of entities with which the ISP shares the information. ISPs are required to obtain affirmative “opt-in” consent before using or sharing sensitive information. So if you do not agree to this, they can't use your information for profit until you take action to give them PERMISSION to do so.
If this S.J. Res. 34 passes, it will REMOVE those protections and give ISPs the ability to use their customers' data for profit without consent or transparency in what info they are selling, to whom and for what purpose. The Republican sponsor of this resolution says these rules are "innovation-stifling regulation" and that is utterly false. The digital industry is thriving and growing. Facebook & Google adhere to privacy rules, have far less intimate information than ISPs, you have a choice whether to use them at all and they own the lion's share of the $83B we plan to spend this year. ISPs want to profit the way they do, but they are not the same types of entities. They require different privacy rules because they have far more sensitive information to sell and we have, in most cases, no choice in using them. ISPs can still profit, but ONLY if their consumers let them, they should have to convince us and choose wisely in what they propose.
Do not support this resolution.