NAI Expands Opt-In Privacy Consent Code to Include Sensor Data

Ad-tech companies must obtain opt-in consent for use of sensor data for tailored ads, the Network Advertising Initiative said Monday in 2020 privacy guidance. NAI, a self-regulatory body, issued prior opt-in mandates for the use of precise location data, sensitive data and personal directory data for internet-based ads. The 2020 code expands the mandate to include sensor data, which refers to data gathered from a physical environment.