Society is approaching a turning point that could well determine the future of privacy. Policy-makers and business leaders soon will make decisions about technology practices that will either ensure that data is used for the benefit of individuals and society, or take us down a path where we are controlled by how others use our data.
Why do we say this?
A new tech savvy administration is entering office, with the likely entry of new appointees who are steeped in the privacy and tech policy debates. Joining them will be veterans of a campaign that broke new ground in maximizing online data use to connect to its audience. This intersection between privacy and a full appreciation of the value of data may provide an opportunity for policymaking that seeks to balance data use with user controls.
These factors all combine to bring us to a uniquely opportune moment. Individual companies have taken major steps forward. AT&T has committed to an affirmative consent model for behavioral targeting and other ISPs have joined in advocating that model. Yahoo! is collaborating with eBay and Wal-Mart to label ads and expand user choices. Microsoft is adding new privacy features to Internet Explorer, and AOL has launched an educational effort around behavioral targeting. However, there is clearly much more that can be done to create a movement to put trust at the center of decisions about data use.
