The Illinois State Legislature has passed a ground-breaking data privacy bill which is now awaiting final approval from the Governor. This bill is the first step and would require internet companies and entities to tell consumers what geolocation data they are collecting, why they are gathering that information and with whom they are sharing it. Chris Olson, CEO of The Media Trust commented below.

Chris Olson, CEO at The Media Trust:

Chris Olson“Much like the EU’s trailblazing data privacy regulation (General Data Protection Regulation or GDPR), this bill aims to give consumers some control over their personal data. But, geolocation is a small piece of the valuable consumer data pie generated by online activity. The internet is a highly complex, dynamic environment that relies on a host of third parties to render final, consumer-facing content via websites and mobile apps. The only way enterprises can control geolocation data collection is to know all of the parties contributing to the consumer experience. From there, enterprises must clearly communicate and enforce their digital asset policies regarding authorized vendor activity. Vendors that violate the policies should be blocked from the website. Trust me, the entire digital advertising ecosystem will listen when their revenue channels are at risk.”

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