What agents need to know about consumer tracking

If you or your vendors don't disclose consumer tracking, there could be a price to pay
  • Consumer tracking is everywhere in 2016 -- but if you don't disclose to consumers how you are tracking their information, you could land in legal hot water.

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

In December, I bought a Karma -- a small, portable wireless hotspot I could use for work and travel. Although that transaction concluded three months ago, ads inviting me to try the device are still following me around the Internet everywhere I go. I have become accustomed to this as a consumer of goods and services in 2016. So accustomed to it, in fact, that my biggest question is, "When will these ads become 'intelligent' enough to know that I already bought this item -- and thus understand that right now, I am more likely to buy accessories for this item or an entirely different item altogether?" (After all, I'm currently visiting the Karma website to check my device's battery, data or signal, not to buy another one.) In 2012, Verizon -- yes, the mobile phone carrier -- started using tracking software to push ads to specific consumers. Known as "supercookies," this piece of technology cost Verizon $1.35 million this week when it settled a Federal Communications C...