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Data Optimization Trends

Many of today’s most compelling consumer initiatives depend on technology and data optimization. The amount of data and the sources of such data have increased exponentially in the last few years, offering new opportunities—and challenges—for advertisers and marketers in the United States. This chapter is designed to give an overview of some of the key legal issues raised by our increasing use of consumer data and current trends in this area. It highlights some of the existing laws and guidelines that govern these practices and provides examples of legislation that may be enacted in the future.
The attached PDF of the chapter “Data Optimization Trends,” by Kenneth R. Florin, from Inside the Minds: Recent Trends in Privacy and Data Security, is reprinted with permission. Copyright © 2013 Thomson Reuters/Aspatore.

Kenneth R. Florin is a partner at Loeb & Loeb LLP, co-chair of the firm's Advanced Media and Technology Department, and chair of its Digital Media Group. He is one of the industry’s leading experts on matters involving the convergence of advertising, technology, emerging media, and privacy. In addition to a rich background in traditional marketing and communications, he has been a pioneer in counseling clients on the use of new technologies, digital media, international promotions, and emerging content distribution models that companies are increasingly using to extend their global reach.