May 5, 2016
In February 2016, Clear Channel Outdoor Americas introduced the world to a new advertising data tool called Radar. As digital tracking monitor, Radar uses geo-technology to collect data from consumers’ mobile devices. However, this new technology is raising eyebrows, including by Sen. Charles Schumer who has called on the Federal Trade Commission to investigate the billboard practices.
In the article “Are ‘James Bond-Like’ Billboards Really Spying?” Corporate Counsel turns to Crystal N. Skelton to explain how advertisers can overcome notice and consent hurdles when using these billboards and other cross-device tracking technology to collect device-related information.
She suggests that companies using these technologies engage in a “very open, clear campaign identifying what the companies are doing and how it’s using this information.” She also suggests that companies facing notice and disclosure obstacles could, for example, place an icon on billboards to alert consumers they are potentially being tracked.
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