Deprecated: Hook wp_smush_should_skip_parse is deprecated since version 3.16.1! Use wp_smush_should_skip_lazy_load instead. in /var/www/html/wp-includes/functions.php on line 6031 Verizon Hops on Board the Targeted Marketing Train - Data Related Services

Verizon Communications announced it has changed its privacy policy to build a marketing program that uses consumer data to place targeted advertisements online. The program will launch later this year and according to Bill Kula, director of media relations at Verizon, it will provide advertisers with consumer records of website visits, cell phone usage locations, demographics information and interests.

Direct Marketing News received a copy of the email notice that Verizon consumers received on Sept. 26 detailing the program. According to Verizon, they will use consumer addresses to determine whether a consumer resides in a local area that an advertiser is trying to reach. Kula said the program will not provide advertisers with specific information about individuals or their residences. He also said that the notification message contained a link enabling consumers to opt out of the program.

Kula believes that receiving more local and relevant advertising to be a great value to their customers while still adhering to a strong privacy policy that prohibits the sharing of personally identifiable information. Kula added that Verizon has yet to notify all Verizon Wireless and Broadband customers. It is unclear whether Verizon’s new program includes a partnership with brands but Kula did mention that Verizon is “working with a number of entities who will help us with our advertising initiative.”

Targeted marketing is a growing and changing entity, and staying on top of the new consumer who is now reachable 24/7 is something that companies need to be aware of as they identify and reach their targeted consumer.

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