IAE Tackles Ad Fraud: Says It’s Not Just Illegal, But Has Big Ethical Issues For Media Industry (mediapost.com)

Two House Democrats have reintroduced a sweeping privacy bill that would impose broad restrictions on companies' ability to use online data for ad targeting. The 143-page Online Privacy Act, introduced by California Reps. Anna Eshoo and Zoe Lofgren, would require that companies obtain consumers' explicit consent before collecting or drawing on their “personal information” in order to serve them with targeted ads, or to personalize content. The bill authors define personal information broadly enough to cover the type of data typically used for ad targeting. The definition includes de-identified data, as well as data that is reasonably linkable to a device or individual. One of the bill's many provisions would give consumers the right to access, edit and delete data about themselves.

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At a time when some industry insiders have begun ruminating about the possibility of another downturn, the U.S. ad market got its third quarter off on a very high note, posting a nearly 14% year-over-year expansion in July. Significantly, that compares with a nearly 7% expansion for the same month a year ago, indicating the double-digit gains aren't about easy comps, but signal material growth. Whether the data from Guideline's just-refreshed U.S. Ad Market Tracker proves to be more of a lagging indicator, is not clear, but July 2024 also represents the 15th consecutive month of marketplace expansion, and is the best one since the U.S. ad market pulled out of a mini recession.