The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
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The FTC is sending a clear message, says Lisa Sotto, head of law firm Hunton & Williams’ global privacy and data security practice.
“Everyone now conducts all manner of business and pleasure on a 2- x 4-inch device. The challenge is how to provide appropriate information about privacy practices in a miniscule space,” Sotto says. “The new FTC staff report seeks to provide a way forward for key stakeholders in the mobile ecosystem, recommending ways to enhance transparency and choice in the mobile marketplace. For key players in the mobile space, the message is clear: Pay close attention to the shifting landscape and don’t wait to take action to increase transparency.”