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New Rules for Privacy, Data in OOH

More Considerations on Privacy in OOH

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The Intersection of Astrophysics and OOH

Out of Home has an astrophysicist in our Industry in Ari Buchalter.  Buchalter is the CEO for Intersection. Buchalter wrote an excellent commentary for MediaPost on ‘Privacy and Data in Out of Home.’  If you choose not to read the back ground on Buchalter which immediately follows, scroll down this post to the bolded heading, ‘Buchalter Excellent Commentary on Privacy and Data in Out of Home.’

His comments are a must read for Out of Home professionals.

Buchalter the Astrophysicist

What is Astrophysics?  It is a branch of astronomy dealing especially with the behavior, physical properties, and dynamic processes of celestial objects and phenomena.

Who is Ari Buchalter?

He holds a BS in Physics from Stanford University, a PhD in Astronomy from Columbia University, and was a postdoctoral fellow in Theoretical Astrophysics at Caltech.  He is a leader in developing data driven business.  Buchalter is becoming a leader in OOH, if not already considered one.  Check out his LinkedIn profile⇒ Buchalter LinkedIn

The company known as Intersection, was formed from the merger between Titan Outdoor Advertising and Control Group, which in turn was acquired by a group of investors led by Sidewalk Labs. Intersection, along with Qualcomm and CIVIQ Smartscapes, run LinkNYC.   Intersection is a Sidewalk Labs’ backed company.

Sidewalk Labs is owned by Alphabet Inc.  Alphabet Inc was formed when Google split up and became multiple subsidiary companies, at the core includes Google.  Alphabet is the holding company who owns or all or part of many companies.  Google has their hand in a huge number of businesses. For more on the difference between Google and Alphabet, Click here for article describing most of Alphabet’s holdings.

LinkNYC kiosk

Intersection is turning the 7,500 plus public pay phones throughout NYC into kiosks delivering free gigabit Wi-Fi, video and voice calling, while providing emergency and other city services.  LinkNYC creates revenue from advertisers to offer cities free “Links” kiosks.  See an example of one below.

Who is Ari Buchalter?

He holds a BS in Physics from Stanford University, a PhD in Astronomy from Columbia University, and was a postdoctoral fellow in Theoretical Astrophysics at Caltech.  He is a leader in developing data driven business.  Buchalter is becoming a leader in OOH, if not already considered one.  Check out his LinkedIn profile⇒ Buchalter LinkedIn

Buchalter Excellent Commentary on Privacy and Data in Out of Home

Highlights of Buchalter’s comments.

  1. “The OOH industry should simply refrain from the practice of targeting specific individuals with advertising in public space.”

2. “The right set of choices now can benefit consumers, drive continued OOH revenue growth, and set an            example for the rest of the advertising industry.”

3. “OOH industry should raise the bar on privacy, ensuring that data does not become a four-letter word”

4. His specific suggestions are:
a. Minimize the data footprint.
b. Be fully transparent with data practices
c. Do not target individuals with advertising

This is a must read for Outdoor Advertising professionals.
Ari Buchalter’s full post from MediaPost here ⇒ New Rules For Data In OOH Advertising

 

Ari Buchalter

 

 

 

 

 

 

 

 

 

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2 Comments
  1. Kym Frank says

    This is in line with the direction we have gone with data at Geopath. When we set out to build the system, our committees wanted to make sure that the industry’s currency was protected from changes in regulations. “Responsible data – just because you can do something doesn’t mean you should.”

    We’ve always stood behind that.

  2. Bill Board says

    Thank you Ms Frank. Data privacy will continue to evolve as a concern.