House Democrats Reintroduce Sweeping Ad-Targeting Restrictions (mediapost.com)

Bipartisan lawmakers on Sunday unveiled a discussion draft of a sweeping privacy bill that could restrict companies' ability to serve targeted ads to consumers. The proposed American Privacy Rights Act of 2024, introduced by Senate Commerce Committee Chair Maria Cantwell (D-Washington) and House Energy And Commerce Committee Chair Cathy McMorris Rodgers (R-Washington), would require companies to allow consumers to opt out of targeted advertising based on non-sensitive data that is linkable to individuals or devices. The measure would also prohibit companies from transferring consumers' “sensitive” data for targeted advertising without their explicit consent.

With mail volume down overall, marketers are reporting less competition and higher response rates with their direct mail and catalog campaigns. As more people stay (and shop) at home, each direct mail piece is being seen by more people in the household, and consumer catalog businesses are welcoming a significant increase in response, with many struggling to meet demand, writes Stephen Lett in Total Retail. Lett believes this favored status for catalogs and direct mail is likely to continue long after our current pandemic lifestyle is lifted. “Consumers are likely not to rush back to bars, restaurants, retail stores, etc., even when there’s a medically accepted vaccine. Many will remain cautious, adopting a wait-and-see attitude,” he writes. “Others will be set in new ways of functioning. They have adapted to a new and safer or more cautious way of living their everyday lives. The transition back to pre-COVID ways of doing things won’t be like flipping a light switch.”

In February, there was significant growth in online activity, with sessions up by 12% year-over-year (YOY), indicating increased traffic to the platform. Additionally, orders surged by 19% YOY, reflecting a substantial rise in purchases made through the website or service. Moreover, demand saw a remarkable increase of 23% YOY, indicating heightened interest and consumer engagement with the products or services offered. With February coinciding with the start of tax season in many regions, the surge in online activity towards the end of February may also be attributed to consumers seeking everyday purchases, paying off debt, home improvement and vacations. This presents an opportunity for targeted marketing efforts tailored towards addressing tax-related needs and offering relevant solutions. Leveraging this seasonal trend, businesses can further capitalize on the increased demand and drive engagement through strategic promotions and messaging.