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Consumer privacy in the mobile advertising era: challenges and best practices

Summary:

Smartphones can enable an amazing level of connectivity, but they can also allow that activity to be monitored and used in controversial ways. But for mobile marketing to realize its full potential, consumers may need to sacrifice their privacy to one degree or another. This report is intended for every link in the mobile-marketing chain, from app and web developers to advertisers to providers of mobile operating systems. It examines the innate trade-offs between consumer privacy and successful business models that leverage potentially sensitive user information, and it details existing and pending regulations that will shape the growth of mobile advertising and marketing. Finally, the report offers suggestions and best practices that will help every player in the value chain tap the market.

  1. Table of contents          
  2. Executive summary            
  3. The marriage of technology and advertising             
  4. Why mobile is different: location, location, location  
  5. Carrier IQ and the importance of transparency   
  6. Carriers, customer information, and the enterprise    
  7. Online ads: legislation and regulation   
  8. Europe’s data-protection directive       
  9. Mobile segments and existing regulations        
    1. Health care                          
    2. Finance, banking, and payments          
  10. Best practices         
  11. Conclusion               
  12. About Colin Gibbs                    
  13. About GigaOM Pro                
  14. Further reading