United States:
FTC Warning To Website And Mobile App Publishers: Disclose Cross-Device Tracking
28 March 2017
BakerHostetler
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Website and app publishers rely on third parties that associate
tracking technologies with their content to provide analytic and
advertising data and services. Increasingly, this includes use of
probabilistic and deterministic techniques to associate users
across the many devices they may use to access the Internet and
various sites and apps. This is known and cross-device tracking,
and this data is used to build consumer profiles associated with
multiple devices to help improve both content delivery and delivery
of relevant or targeted advertising. However, this tracking and
targeting is not transparent to consumers and in new guidance
recently issued by the Federal Trade Commission, companies engaging
or associated with these activities are counseled to provide
consumers meaningful notice and choice.
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