The digital and marketing technology industry is taking a page from conscientious consumer movements—think fair-trade coffee, sweatshop-free apparel—to address concerns that the data collected on a massive scale across the internet adheres to only the highest principles of privacy, security and consent. Introducing “ethically sourced data.”
Who started it?
It’s a phrase that has been embraced by Facebook and its executives, like Carolyn Everson, VP of global marketing solutions, who at this year’s Advertising Week in New York talked about new rules at the social network. Advertisers have to vouch for all the data they bring to Facebook to target ads. “Our goal with this is to ensure that whatever data is utilized is ‘ethically sourced’ and marketers have permission to use it,” Everson told advertisers back in September.