FTC to investigate mobile ad industry’s practice of using bidstream data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 10, 2020, 5:34 PM UTC

Bidstream data collects consumers’ personal information like their real-world locations, age and gender from ads on websites and mobile apps.

The US Congress has asked the Federal Trade Commission (FTC) to investigate the mobile ad industry’s practise of tracking consumers across the internet using digital display ads. In a letter, lawmakers have said that companies are stealing consumer data and secretly tracing users for targeting benefits.

The letter mentions one data broker company, Mobilewalla that used data to analyse the demographics of attendees at recent Black Lives Matter protests. While most advertisers are aware of bidstream data usage for targeting customers, they condemn the resale of personal data without user consent.

But, the complete removal of bidstream data can create more challenges for the advertisers. TrafficGuard founder, Luke Taylor, said, “Programmatic advertising wouldn’t work without bidstream data”.

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