{"id":610392,"date":"2023-02-21T07:49:16","date_gmt":"2023-02-21T13:49:16","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/02\/21\/media-buying-briefing-ums-chief-privacy-officer-prepares-for-privacy-suggestions-to-become-restrictions\/"},"modified":"2023-02-21T07:49:16","modified_gmt":"2023-02-21T13:49:16","slug":"media-buying-briefing-ums-chief-privacy-officer-prepares-for-privacy-suggestions-to-become-restrictions","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/02\/21\/media-buying-briefing-ums-chief-privacy-officer-prepares-for-privacy-suggestions-to-become-restrictions\/","title":{"rendered":"Media Buying Briefing: UM\u2019s chief privacy officer prepares for privacy suggestions to become restrictions"},"content":{"rendered":"
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February 20, 2023\u00a0\u00a0\u2022\u00a0\u00a06 min read<\/span> | By Antoinette Siu<\/a><\/p>\n<\/div>\n

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In 2020, Arielle Garcia became the first-ever chief privacy officer at IPG\u2019s UM Worldwide, reflective of media agencies readying for the likelihood of increased privacy regulations.<\/p>\n

Nearly three years into this role, Garcia is seeing privacy restrictions in the U.S. again tightening in 2023<\/a> as states begin rolling out their own consumer protection laws. At UM, before Garcia came along, the firm began having \u201cclient privacy primers\u201d to stay on top of privacy issues.<\/p>\n

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In the future, Garcia believes agencies will see \u201cmore of the harmonization\u201d between privacy expertise and client support. Many client conversations today revolve around California\u2019s rules, focusing on operations and solutions as the landscape changes.<\/p>\n

\u201cPart of it is having our own central team \u2013 the first thing that we did here was we had a privacy champions network from GDPR,\u201d she said. \u201cWe expanded that to create client privacy champions, because you need someone that\u2019s embedded in each of the teams. Clients take different approaches to this.\u201d<\/p>\n

In an interview with Digiday, Garcia discussed the media agency\u2019s goal to build company-level competency on evolving regulations, as well as to develop a central team that is tracking these changes. In addition to doing privacy readiness outreach surrounding the emerging state laws, she said UM is preparing for GDPR enforcement changes and watching the Federal Trade Commission closely as children\u2019s privacy protections develop.<\/p>\n

This interview has been condensed and edited for clarity.<\/em><\/p>\n

What are your top privacy priorities in the upcoming year?<\/strong><\/p>\n

The more important conversation is less around restrictions and more around properly evaluating the propriety and durability of solutions. When we\u2019re evaluating partners, we\u2019re trying to understand how they\u2019re safeguarding sensitive personal information. We\u2019re trying to understand what mechanisms they have to prevent inadvertent collection of children\u2019s data \u2014 these things that today are just priorities for regulators, but tomorrow will be restrictions. For agencies, it\u2019s looking beyond the top line and really understanding how the data is being sourced, what protections are in place, looking at those future-forward priority issues and how partners are addressing it.<\/p>\n

How is your team preparing for the state laws rolling out?<\/strong><\/p>\n

With the state laws, it\u2019s been really the same. Predominantly conversations have still been about the California Privacy Rights Act, but California is an outlier in so many ways. The other states have essentially an opt-out of processing for targeted advertising\u2026 We started having conversations with clients what I call a client privacy primer. The challenging thing is [the ambiguity and the differences] in state laws. The most value that we provide to them is in making sure that they\u2019re understanding the immediate implications, such as the applicability to the ad tech spaghetti landscape, and that we\u2019re connecting the dots by surfacing solutions from partners to enable that.<\/p>\n

What are the biggest concerns you hear from the partner and client side?<\/strong><\/p>\n

One kind of [conversation is] the longer view of things and moving from this reactive <\/strong>and compliance state to [being] proactive about being responsible and partnering with those that abide by those standards and expectations. The vast majority of conversations that we\u2019re having on privacy on a daily basis are still very much operational. \u201cOK, so we think that this solution will be ready by the state. What can we do in the meantime?\u201d We are helping to play matchmaker and work with partners to understand [if we can] negatively target the state or if [there are] limited processing options.<\/p>\n

Will it become necessary for agencies to establish their own privacy officers and teams?<\/strong><\/p>\n

While I am chief privacy officer, I\u2019m not in a legal function. I sit on the business side. I oversee our compliance stuff, but a big part of my role is supporting clients. What I\u2019ve seen is, this has different flavors at different agencies \u2014 whether this person actually lives within their privacy team or whether this person lives within their product team is different. Within the next year or two years, we will see a lot more of the harmonization of these skill sets into something cohesive.<\/p>\n

Will we reach a point where the U.S. will have something equivalent to GDPR?<\/strong><\/p>\n

I am still optimistic that eventually we will. I do not think it will be this year. What\u2019s more likely is that we\u2019ll see federal topics specifically, like federal law relating to kids. We might still see something at a federal level updating protections for kids and not just privacy, but privacy and safety \u2014 like just mitigating online harms basically.<\/p>\n

Color by numbers<\/h2>\n

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