Back in October, the FCC passed a law that never went into effect. This law would have required that Internet Service Providers receive explicit consent from consumers if sensitive data like financial or health information, or browsing history were to be shared or sold. The law never went into effect because Congress repealed it recently.
Today advertisers’ audiences are spread across devices. Internet Service Providers are the missing piece of information that advertisers need to connect internet users across devices. There is an incredible amount of user behavior data in this. This would greatly increase the amount of data that is mined from people and sold to companies.
For advertisers, the most interested and valuable data is search, social media data and ISPs can get them closer to understanding this. Would this give marketers and advertisers too much of an insight into consumers? Or because this is the time of instant gratification, do today’s consumers want hyper targeted advertisements to cut out media noise?