This article first appeared in Digital Signage Expo.
Future growth for digital signage depends in part on the medium’s ability to integrate identification and customization technologies – such as facial recognition and RFID – to boost its appeal and effectiveness. Yet it is also these features that pose the greatest consumer privacy risk. Despite the potential of such technologies to improve ad targeting, companies and consumers continue to have deep reservations about using these technologies due to privacy issues.
Companies are right to be wary of how consumers will react. Consumers have consistently objected to behavioral marketing, even when it is "anonymous," and especially if it is done in secret. Consumers don’t want digital signage to spy on them in secret or against their will whenever they leave their homes. Digital signage companies want to avoid alienating consumers and their advertising clients, as well as the possibility of reactive government regulation that could stifle innovation. Fortunately, digital signage industry trade associations are taking a critical step in the other direction by issuing voluntary privacy guidelines.
Proactive Privacy Standards
Read more »