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In a letter to Congress, the Direct Marketing Association (DMA) cautioned that restricting data brokers could stifle economic growth and innovation, MediaPost reports. New restrictions “could have negative consequences not only for data providers,” the letter states, “but for the countless entities that rely on such data sources to improve their marketing and grow their business.” Some lawmakers expressed concern that consumer profiles could contain inaccurate data. “The only ‘harm’ consumers might experience from inaccurate marketing data is an irrelevant advertisement,” the DMA wrote, adding, mandating more accurate data “would actually require the addition of more personally identifiable information” to databases.
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