FCC Privacy Plan Could Hamper Verizon’s Data Integration With AOL and Yahoo
Privacy rules proposed by the Federal Communications Commission could prevent Verizon from fully exploiting the data assets it obtained by acquiring AOL in May 2015, and more recently, Yahoo in July.
If implemented, the rules would require internet service providers including Verizon to get “opt-in” consent from consumers before using and sharing data that the agency deems to be sensitive, including geographic location, web browsing history and app use. The FCC is set to vote on the privacy rules at the end of the month.
The thing is, Verizon was interested in acquiring AOL and Yahoo, two of the web’s oldest portals, partly for the ad tech capabilities that they offer. Verizon aims to use their ad tech as conduits for turning the data it already generates to enable phone calls, deliver text messages and connect customers to the web into information that can be employed for ad targeting, campaign measurement and other purposes in AOL and Yahoo’s ad platforms.
