In a new blog post, U.S. Federal Trade Commission (FTC) Chief Technologist Ashkan Soltani shares a deep-dive into the emerging retail tracking landscape. “In light of the Commission’s proposed settlement with Nomi and the ongoing public debate,” Soltani writes, “I thought it would be worthwhile to describe how different retail tracking technologies work, and in my opinion, the specific trade-offs of each approach.” In addition to an overview of the landscape, Soltani provides an in-depth look at the various identifiers used, as well as how notice and choice are being offered. “Given the variety of approaches,” he adds, “there are a number of things that industry could do to alleviate the privacy concerns and address some of the gaps in consumer awareness.”
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