The Biden Administration will likely usher in a period of “policy-making predictability,” according to Brian Wieser, global president, business intelligence, GroupM. He issued a missive today speculating on the likely impact the new administration will have on the media and marketing sector.
Yes, that’s right, predictability, carried out by adults schooled in rational thought, with lots of experience in this area, as compared to the egomaniacal cult of personality that has held sway for the past four years.
That’ll be a relief for many people. You know, those who will welcome back with open arms a return to the rule of law and a form of government known as democracy.
Of course, not everybody in media may be thrilled with what the Biden era could forge, particularly if the Democrats win control of the Senate. (Stay tuned until Jan. 5.) Wieser believes “big tech probably will be broken up or choose to break itself up.”
There is a consensus, he notes, that the largest companies in the United States are too big. “The specific way break-ups occur is difficult to anticipate, but it seems inevitable, nonetheless.”
Passage of a federal privacy law seems unlikely, at least for now, he predicts. “There is no particular momentum behind a national privacy law akin to GDPR in Europe, although circumstances could certainly evolve to lead to one.”
Wieser added: “States seem more likely to establish laws of their own, which could have the effect of leading to a similar approach to data privacy in both territories,” that is more opt-out (at least for now) than opt-in.
Section 230 of the Communications Decency Act, which provides a degree of immunity from liability for platforms like Google and Facebook “seems likely to be changed or revoked,” Wieser states.
“It seems somewhat inevitable that platforms will begin to take greater responsibility, one way or another, which should ultimately lead to more brand-safe environments, even if doing so leads to some reduction in usage by a small share of platform users,” Wieser argues.
More brand safety. What marketer would object to that?