Commentary

Lawmakers Question Verizon's Ad Targeting

A new Verizon initiative to allow marketers to target ads based on users' addresses is raising some eyebrows on the Hill.

This week, the company began notifying wireless customers as well as broadband subscribers about a new "advertising by geography" program, which allows targeting based on neighborhood. "This advertising program uses your physical address to help advertisers deliver ads to websites that you visit while using Verizon Online," the company says of the program. "This program allows national brands and local businesses to tailor offers, coupons, and incentives to your local area."

Verizon says it doesn't share people's exact addresses and that users can opt out of the program.

The company also says it will include information about wireless users' locations, as well as the sites they visit, in "business and marketing" reports. People can opt out of having their information included in those reports.

The moves have left some lawmakers questioning whether Verizon has gone too far. Reps. Ed Markey (D-Mass.) and Joe Barton (R-Texas), who co-chair a bipartisan House caucus on privacy, have asked Verizon to answer several specific questions about its program. Among others, the lawmakers want to know why Verizon launched the program on an opt-out basis, rather than seeking explicit consent. They also ask how Verizon plans to insure that it isn't disclosing users' personally identifiable information to marketers.

They also had some choice words for the telecom. "I am concerned that Verizon's new plan will put third parties in control of the sensitive information of its customers -- especially their location," Markey said in a statement. "Verizon has in effect chosen 'Can You Track Me Now?' as their new marketing tagline."

Barton added: "I think the only thing your cell phone company should use your address for is sending you a bill."

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