On November 16, 2015, the Federal Trade Commission (FTC) hosted a workshop focused on the growing practice of cross-device tracking and the associated privacy concerns. While many consumers are aware that their Internet browsing is tracked and used by advertisers, many are unaware they can be monitored across multiple devices while watching television, using mobile applications or wearing fitness trackers. In opening remarks, FTC Chairwoman Edith Ramirez emphasized that companies needed to offer consumers options and safeguards to protect their privacy. Among the privacy concerns discussed were incomprehensible privacy policies and the challenges of opting out of both data tracking and subsequent advertisements. While privacy concerns were paramount, digital advertising representatives emphasized the benefits from cross-device tracking, including improving the user experience by presenting targeted advertisements of interest to the consumer and greater fraud prevention. However, the perceived lack of transparency and effective opt-out mechanisms for consumers clearly has the FTC’s attention and will be an issue the agency will continue to monitor and explore.
