Online Ad Targeting Case Study Solution
Alternative approaches to the US public policy and consequences:
Be Transparent:
Transparency is important about the specific data storage, storage limit and its use. Therefore, a privacy policy link must be provided to the user about the relevant details regarding the collection and use of data before they sign up in easy language.For instance, in Europe, all the firms are obliged to comply with GDPR –General Data Protection Regulation before making an attempt to collect data from customers or other users.
Whereas, HIIPA –Health Insurance Profitability and Accountability Act in the United States needs to make strict regulations for the companies on collection of data from users, consumers or other individuals. Similarly, providing individuals with the right to claim against the data security and take legal actions against any unethical action. (Daan, 2019) The advertisers will lose control over the data for personalized advertisement.
Give Users Control:
The use of collected data is primarily to offer users with personalized advertisements an experiences. Such data can be significantly used in creating unique interactions which are closely aligned with the needs and interests of the users. Therefore, this allows users with the opportunity to choose their preferences on what information should be shared. Such as the making things visible to public, friends, or with selected group of people either it is about their age, their contact details or their personal or professional life experiences.
Handing over the control to users restricts the server and network operator to analyse the users’ data. It, however, is beneficial for the user but limits the advertisers’ approach to users limiting the consumers’ interaction with the advertisements affecting the profit growth of the particular advertising company.
Increase Accountability:
The advertisers must increase accountability for the privacy breaches and practices. In cases like if something goes wrong such as the loss of data of any user, the data handlers will be accountable to protect them best against the harm consequences. This can significantly be done by using appropriate support from the person affected. But, it is not ensured by the advertisers or data handlers if they will be able to handle things in an appropriate manner to satisfy the user of further complicated the situation creating a negative impact on the ad firm.
Recommendation:
Based on the discussion over alternative options to the US public policy, the HIIPAA includes a title for data protection. Thereby, the concerns over the privacy issues requires to more transparency in the process to provide protection. Considering the fact, it will also provide the users with the right to claim the data loss against the data handler. This will not only benefit the advertiser but also the consumer to the right to protect the data by reading the terms and conditions before allowing access to specific e-commerce sites such as Facebook, Google, or any other social application.
Implementation:
The implementation of the plan mainly includes the stakeholders involved in the online advertising targeting i.e. website owner, advertiser, network operator and user. At first the website owner would design terms and conditions for the user to provide them the access to the specific information in easy language to be understood by each individual. Secondly, the network operator will access to the information to which the access is provided by the user. Lastly, the advertiser will design the application based on the specified data collected by the user’ permission.This will significantly assist the advertisers to manage the privacy protection in an appropriate manner with the permission of access provided by the user.
Appendices
Appendix A –Privacy concerns
Appendix B – Alternative options:
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