Trade Bodies Prep Ad Tech for a Tougher Regulatory Climate 

The MMA and NAI want to draw a line in the sand on using consumer location data

As the California Consumer Privacy Act prepares to go into effect in January, the Mobile Marketing Association and Network Advertising Initiative are briefing their constituencies on how to share consumers’ location data.

This includes efforts from some of the industry’s biggest names—Facebook and Google among them—to more clearly articulate to the public the online ad industry’s methods of monetizing their location data.

Elsewhere, the NAI is encouraging members to raise the age of consent of addressable audiences from 13 to 16 as it seeks to implement a new Code of Conduct in 2020 given the likelihood of patchwork state-by-state data privacy regulations rolling out.

However, on an almost weekly basis, more and more data laws are being debated state by state, a scenario that is generating ad-tech intermediaries’ demand for legal guidance.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in