Understanding the alternatives begins with developing an appreciation for the fact that there is no single substitute for the UDID that fully meets the needs of all constituents: advertisers, publishers (those who show ads), ad networks, and consumers.
Policy discussion around advertising and privacy has thus far lacked enough data on the value of behavioral ads to publishers, ad networks and consumers, says Howard Beals, a commissioner of the NAI study and former director of the Federal Trade Commission's Bureau of Consumer Protection.
You just can't separate the massive financial destruction of American households in the recent financial crisis and its aftermath from the corporate use of consumer data to target ads and suck consumers into those financial scams.
If text and audio use cases continue to blur, there may be significant value from traditional text media companies entering audio and bringing along with them ad and consumer spend from text.
Among the many things that have changed in the ad and consumer landscapes since 1983 is that most advertising isn't performance based anymore.
A key issue for some of the lawmakers is whether consumers are given sufficiently clear notice about what information is collected, how it is used to target ads and whether consumers have control over the use of the data.
Companies can use this technology to send targeted ads and create consumer profiles, without the consumers' knowledge.
At what point will there be too many ads and will consumers ever backlash?
Marketers can join the experience, too, through sponsorship, native content or display ads and reach consumers who self-selected such interests.
An advertiser dashboard can also be used to create ads and target consumers based on region or proximity to a specific address.
"When broadband providers are accurate, honest and upfront in their ads and disclosures, consumers aren't surprised and they get what they've paid for," he said.
