We’re Not in Kansas Anymore: How Dorothy Really Bought Her Ruby Red Slippers

Once upon a time in America, people would fill out little cards from magazine publishers indicating the sorts of things they wanted to read and they would fill out postcards in restaurants, gas stations, and hotels indicating where they would like to go on vacation. In that sense, behavioral advertising predates the internet. Today things are more complicated. Advertisers, media companies, and data brokers track consumers’ physical locations, devices used, internet viewing habits, purchasing decisions, spending habits, and political, religious, and social activities.

With artificial intelligence, they will soon reliably predict a consumer’s needs, perhaps even before the consumer realizes those needs exist. Enter the advertising and privacy regulators and class action lawyers. This panel will identify and explore some issues and potential approaches for today’s and tomorrow’s records specialists to consider in identifying and managing the security, allowable uses, retention, and eventual disposition of the information web held within and outside their companies and for which their companies may be held accountable.