Transparency the key to respecting consumer digital privacy

The proliferation of devices and access to digital services has led to an explosion in the amount of data available to businesses. While with big data comes big opportunity, industry leaders must maintain open dialogue about the responsible use of consumer data to ensure we do not lose trust from the very people we are trying to reach.

Data privacy is a priority issue for digital marketers. The European Parliament recently introduced a new measure to impose stricter data protection and data portability for consumers. The proposal is receiving criticism from groups like the IAB Europe saying the bill puts unrealistic demands on companies. Similarly, the Federal Trade Commission in the U.S. is asking the mobile industry to obtain consumers' permission to track their location and access other personal information on their mobile phones. Closer to home, the Singapore government announced plans to regulate the telecom sector more tightly, putting in place more protections against unanticipated data charges or misleading advertising.

Though the debate about data continues between regulatory boards and legislators, consumers remain willing to give up their personal data everyday on social networks and location services. Most consumers still do not object to personalized content or advertising, but in fact, they often welcome it.  What concerns them is the lack of transparency and control -- not knowing what data is being collected about them or how it is being used. We recently commissioned a study showing that nearly half of respondents feel they have little or no control over the personal information companies gather about them while they are browsing the Web or using online services.

As an industry, we need to continue to educate, build trust and demonstrate the value of targeted, relevant advertising so consumers are open to sharing information with trusted marketers and online services. We will continue to innovate around privacy, and believe that meeting customer expectations by putting their privacy first is the best way to grow online commerce and the Internet economy.