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IAB Leadership Forum: Lead Generation Privacy Issues

Posted on 3.13.2007

This morning's opening round of the IAB conference included a brief panel revolving around lead generation. Private information is a chief concern, not only for the user, but the lead generators themselves. The panelists, including moderator Matthew Wise, President and CEO of Q Interactive, all agreed at some point there will be backlash from consumers and possibly even legislative action regarding the source and passing of private data. So, what do you do about it?

The panelists offered four suggestions:

  • If using a lead generation system from a third-party, find out how they get their consumer information and how the information is being passed. That way, when it does become an issue you will be prepared to answer to your consumers.
  • When consumers are asked for information, display the areas of the form that are auto-populated. This shows the user what information you already have and can help mitigate some liability issues.
  • Never participate in hiding information from your consumers. It will backfire at some point and you will be held responsible - every bit as much as the lead generation service.
  • Get your legal team involved early in the process of capturing private data - especially when dealing with those under 18 years of age.
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