Track record? Staff report explores cross-device tracking

As consumers have come to rely on multiple devices, companies are using technologies to connect a consumer’s activity across those devices – smartphones, tablets, desktops, laptops, and more. It’s called cross-device tracking and the Federal Trade Commission just released a staff report on the subject. Drawing on an earlier FTC workshop, the report discusses the benefits and the challenges associated with technologies that enable cross-device tracking. Here is a summary of some staff recommendations:

Transparency: FTC staff calls on anyone engaged in cross-device tracking – both cross-device tracking companies and consumer-facing entities – to truthfully disclose their tracking activities.
Choice: Companies should offer consumers choices about how their cross-device activity is tracked. It goes without saying that if consumers are told they can opt out of tracking, companies must honor that promise.
Special considerations for sensitive data: For certain categories of sensitive data – for example, health, financial, or children’s information – the staff recommends not tracking consumers without their express affirmative consent.
Security:Consistent with the message businesses have been hearing for years, the staff report recommends that companies practice good data hygiene to avoid unauthorized access, including by hackers in the case of a data breach.
Periodic reassessment of technologies and practices: FTC staff recommends that companies periodically reassess their practices as technology evolves and simplify consent choices whenever possible.