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Micky Gramlin   My Press Releases

A Copy of the Cross-Device Tracking An FTC Staff Report Part 2

Published on 9/22/2017
For additional information  Click Here


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A Copy of the

Cross-Device Tracking

An FTC Staff Report

January 2017

Pdf file


Executive Summary The Federal Trade Commission has examined online behavioral advertising since the mid-1990s, when the internet first emerged as a commercial medium.


Throughout this time, the FTC has worked to keep pace with new technological developments in this area, from the use of cookies to track consumers’ browsing behavior, to the use of non-cookie technologies, to cross-app tracking, and now, to the tracking of consumers across their numerous devices.


This is a partial copy of the FTC Report dated January 2017


  1. Background The Commission’s 2015 Cross-Device Tracking Workshop focused on a recent trend in behavioral advertising—the ability to link consumers’ behavior across devices—and built on the Commission’s prior work in this area.

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Most significantly, in 2009, following a public workshop and public comment period, the FTC staff released a report on behavioral advertising.5 The report discussed the benefits of the practice, as well as privacy concerns, including the invisibility of data collection, and the risk that information collected—including sensitive information regarding health, finances, or children—could fall into the wrong hands or be used for unanticipated purposes.


To address these concerns, FTC staff encouraged industry to provide consumers with basic privacy protections, including transparency and consumer control, reasonable security and limited retention for consumer data, and affirmative express consent for the use of sensitive data.


In response to the Commission’s efforts, industry strengthened its self-regulatory regimes and launched initiatives to raise awareness among its members. Notably, the Network Advertising Initiative (“NAI”), an organization of network advertisers formed in 2000, announced a new self-regulatory code requiring transparency, opt-out choice for behavioral advertising, opt-in choice before use of sensitive information for behavioral advertising, and reasonable security.


6 A new trade association called the Digital Advertising Alliance (“DAA”) also emerged, and similarly requires companies to inform consumers of data practices, allow consumers to opt out of behavioral advertising, maintain reasonable security for the data collected, and refrain from using sensitive information for behavioral advertising without consumers’ opt-in consent.7


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When FTC staff issued its behavioral advertising report in 2009, the main technology that online advertising companies used to track consumers online was the cookie. Typically, cookies tracked consumers’ activities across a single browser. Since 2009, new forms of tracking have emerged, such as tracking through Flash cookies and browser history sniffing.


And tracking is no longer limited to websites. A whole mobile ad tracking industry now exists, with companies tracking consumer behavior across mobile apps. Moreover, tracking is not just limited to the online environment. In its data broker report, the FTC discussed the practice of “onboarding,” where companies combine offline and online data to create detailed consumer profiles


8 With cross-device tracking, tracking no longer occurs solely on a single computer or device.9 Companies can gather information about consumers across their connected devices, including smartphones, tablets, personal computers, smart televisions, and even smartwatches and other wearables. Many of these companies hope to combine this information with information about consumers’ offline habits.10

On the next post,

Cross-Device Tracking Technology


Thank you for stopping by!

Micky Gramlin



Google Starts Tracking To Assess Online Ads

A Copy of the Cross-Device Tracking An FTC Staff Report Part 1

A Copy of the Cross-Device Tracking An FTC Staff Report Part 3

A Copy of the Cross-Device Tracking An FTC Staff Report Part 4




PDF File FTC Cross Tracking

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