Direct Mail Still Delivers

Yes, the rumors are true—the United States might actually get a federal privacy law. Introduced in June, the American Data Privacy Protection Act (ADPPA) actually has bipartisan support, though there are a few kinks to work out. But one section of the bill, which is now eligible for a floor vote in the House, could fundamentally change how consumer privacy is protected and enforced in the US: the proposed creation of a Bureau of Privacy, which would be a part of the Federal Trade Commission, broadening the scope and definition of how the regulator could enforce the law. “It would dramatically elevate the profile of privacy in this country and the agency internationally,” Daniel Kaufman, a partner at BakerHostetler who previously held several roles at the FTC’s Bureau of Consumer Protection, said during a LinkedIn Live hosted by the International Association of Privacy Professionals (IAPP). “It’s almost limitless in terms of what the FTC can do.”

Advertising has long been a vector for nefarious actors ranging from organized crime to a variety of other bad actors, but the proliferation of digital media and especially the programmatic advertising marketplace has given rise to increasing opportunities for purveyors of "malvertising" -- digital ads served to unsuspecting users that spread malware, compromise computer systems and harm consumers, publishers and platforms. And while the magnitude has been difficult to benchmark, much less track, weakening advertising marketplace conditions are projected to accelerate the proliferation of malvertising, according to the first of what is planned to be an ongoing series of "threat assessment" reports published for the ad industry by the Trustworthy Accountability Group (TAG).

In the direct-to-consumer landscape, brands should employ an optichannel strategy to stand out, but it’s important to ensure that once a brand has a consumer’s attention, they make it worth their time. In this session, J.Schmid President Brent Niemuth will discuss: • What brands that lead the way have in common • Three important characteristics that set successful direct-to-consumer brands apart • A look at some case studies of brands driving action through optichannel strategies. Register Now at: https://lndnm.napco.com/20210913_BRU_WBNR_ELITE_5990_LP.html?partnerref=JSCHMID