ISP Tracking: Consumers Aren’t The Only Ones Who Lose
Ad Exchanger’s “The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Jaan Janes, Yieldbot’s senior vice president of market development.
The new law President Trump recently signed that rolls back many broadband consumer privacy protections has profound implications for consumers. But there’s another group that also faces a tremendous threat that isn’t getting as much attention: publishers.
Under the new law, broadband carriers can now engage in behavioral targeting based on consumer browsing unless the consumer opts out. This fundamentally allows carriers to conduct constant “surveillance” of a consumer’s browsing habits and use that data to build targeting profiles that can be sold to advertisers. Basically, every site and app consumers visit can be used to build insights about them that can be sold to third parties, even if users already pay hefty fees for broadband access