On Wednesday April 10th, CARU held its 3rd Annual West Coast Conference at the Beverly Hills Hilton Hotel. Kicking off an informative day on privacy, children's advertising, and the challenges of evolving technology, was Genie Barton, VP and Director Online Behavioral Advertising Program and Mobile Marketing Initiatives. Genie gave an overview of the ever changing landscape of online behavioral advertising. Genie also discussed how the new partnership between CARU and the Accountability Program will draw on the Accountability Program's expertise in online and mobile advertising and its online monitoring capabilities to enforce compliance with the ban on using device IDs or persistent identifiers to track children under the expanded definition of personal information.
CARU was also fortunate enough to teleconference in Mamie Kresses and Pater from the FTC where they answered difficult questions about changes to the COPPA Rule as it applies across platforms including apps and mobile technology. Later in the day, industry experts provided further insight on the COPPA changes with an in depth discussion of practical implications and how the changes will affect their businesses. A representative from Michelle Obama's Partnership for a Healthier America spoke about their mission and how they are working with the food industry to help eradicate childhood obesity. Other panels discussed claim substantiation, running successful promotions as well as a run down and explanation of CARU's recent cases.