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facing a consumer meltdown & tragedy of the trust commons?
Since the start of the year we have
seen significant efforts by organized crime targeting the trusted supply
chain and cloud service providers. Email marketers are not alone,
government agencies, advertising networks, certificate authorities and
mailbox providers have all been compromised in the past 90 days. With the
latest data breach against email marketing firm Epsilon, OTA is raising a
call to arms to re-invest in security best practices and operational
We must change to a security focused culture or
risk a trust meltdown and destruction of consumer confidence. In today’s
cybercrime landscape, businesses need to assume if they collect and retain
data they will lose it. If one accepts this premise, one can then better
protect, detect and remediate potential losses.
Why Business Must Care:
Competition - Shift in the marketing spend to
other channels or demand lower CPM rates.
Effectiveness - These
breaches are game changers. Deliverability, open and click through rates may
be impacted and more ads may become blocked.
Clients (and their attorneys) will hold their service providers and ad
networks accountable for failure to take reasonable
Impact to regulation. This adds fuel to the
fire regarding data collection and the online tracking debate.
Impact to consumer trust.
The internet economy is based on the foundation of
trust & confidence. Without trust, we fail!
What Business Needs To Do:
OTA has created a taskforce including executives of the
leading ESPs, industry working groups and security professionals to
identify best practices and publish prescriptive guidance. This effort will
include an outline of questions for every business to ask of their service
provider and provide a framework for creating consumer facing
This is a defining moment us
all. Let’s work together, demonstrate data stewardship and commitment to
consumer trust. I look forward to your feedback and collaboration.
Executive Director &
Online Trust Alliance
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