MediaPost’s Mark Lieberman sets out best practices for privacy in television advertising:
Online advertising has been coming under a good degree of scrutiny lately, and television may not be far behind. As new technologies evolve to tell us more about who’s watching what, it seems highly likely to me that one of these days some flavor of “Do Not Track” will be applied to the television platform. The question is, who among us will be prepared?
After all, privacy practices aren’t something you can easily add after the fact, like the icing on a cake. Privacy protection and information systems security need to be baked into that cake from the moment you mix the ingredients, and if you deal with consumer data in any form, it needs to be considered part of everything you do. […]
On the Federal Trade Commission website, there’s a pretty thorough tutorial about the fundamental necessity of information systems security and privacy protection practices for business.
I have written about innovation in the TV industry in the past The same principles apply more than ever when it comes to privacy. Make privacy a core strategic priority from day one. This way, it will be part of your processes and policies for years to come. Here are six best practices I think are most worth considering when building privacy into a TV-data-centric solution:
1) Implement “Privacy by Design”: Make privacy one of your corporate objectives, integrating privacy and information security principles into everything you do.
2) Don’t receive unnecessary personally identifiable information. If you must collect personally identifiable information — names, addresses, birthdates, etc. — limit it to what you really need. If you are a media research/planning company and can run your business without that information, even better, because you can’t compromise what you don’t receive. Then go even further to do everything you can to prevent household re-identification.
Read the full story for the rest of his best practice suggestions.