Congress’s ongoing investigation into online privacy concerns could spell trouble for online advertising. Many Congressmen and consumers would like to see less of their data being shared online, but advertisers argue that tracking users online helps serve more relevant advertising. If a rumored opt-in requirement from the FTC goes through, behavioral tracking could cease to exist as we know it.
Zephrin Lasker thinks that the key to online advertising is making it opt-in. As CEO of online lead generation company Pontiflex, Lasker wants to see more transparency in online advertising. I caught up with him to talk about how another FTC investigation changed the face of online lead generation and what the current Congressional inquiry could do to advertisers who rely on behavioral tracking.