ABSTRACT
This paper provides examples of the evolving tracking and profiling of consumers in Australia, as brands, publishers and adtech suppliers react to a raft of recent and anticipated upgrades in privacy standards by both governments and private actors. It focuses on illustrations from the data practices of major media companies (and their data suppliers), which play a significant role in the everyday lives of Australian consumers. Given most consumers’ well-documented discomfort with having their online and offline activities tracked, and desire for more choices about data practices, this paper raises concerns about: firms’ determination to track and profile consumers well beyond their relevant interactions, in some cases plainly circumventing consumers’ express choices; the absence of choices for consumers about the collection and disclosure of personal data; and potentially spurious representations by firms to consumers that certain data is ‘anonymous’ or ‘de-identified’ and can therefore be used ‘in any manner we see fit’ …
Kemp, Katharine, How to Track Consumers Who Don’t Want to be Tracked: Examples from Australia’s Largest Media Companies and their Suppliers (June 16, 2022).
First posted 2022-06-30 16:00:34
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