“We applaud NAI’s revamped Enhanced Standards which align to InMarket’s long-standing practices, and now provide clear, practical guidelines to be used to identify sensitive points of interest (POIs). We are proud to have worked closely with the NAI leadership and members to extend critical safeguards to the most sensitive locations in a way that companies can successfully implement,” said Jason Knapp, Chief Legal Officer and Chief Privacy Officer at InMarket. “We urge every company in the digital marketing space to adopt these privacy-forward standards.” 

Leading up to this exciting development, our leaders at InMarket worked with the NAI and industry peers to ensure the Voluntary Enhanced Standards map out the practical implementation of the core ideals contained in the first version, giving more companies assurance that they can confidently comply.

“It’s our responsibility to not only contribute to these critical conversations and follow these standards, but provide leadership by continuously evaluating and updating privacy practices and POI datasets, sharing best practices with industry groups, and encouraging others to make these commitments. This group effort demonstrates that data-driven business practices can coexist with meaningful consumer privacy protections,” added Knapp.

These contributions build on InMarket’s long-standing, privacy-forward practices, aligned with our commitment to developing and investing in the creation of new safeguards for the industry that protect the privacy and well being of consumers. 

Another example of InMarket’s leadership on this front is our partnership with Power to Decide, a nonprofit that works to advance sexual and reproductive well-being for all, which we announced back in 2023. This was the first of its kind in our industry and we are incredibly proud of this innovative and proactive partnership, which serves as a shining example of implementing both practical and scalable solutions around eliminating sensitive locations. For years, InMarket has maintained explicit policies against targeting sensitive locations, including the offices of reproductive and sexual health providers, but we sought a sophisticated non-profit partner who could help identify all locations to be removed. Collaborating with Power to Decide has empowered us to further safeguard consumer privacy by more comprehensively filtering reproductive and sexual health care locations to ensure visit data from sensitive locations is kept off our systems and products.

“Our partnership with Power to Decide provides a blueprint on how other digital marketing companies can practically implement additional protections for removing sensitive locations from their systems, databases and products,” explained Knapp. “Our industry must work together to establish modern, privacy-forward standards and processes for safeguarding sensitive locations, and we hope the technical solution we’ve developed in partnership with Power to Decide offers a model for others to follow.”

If you’re interested in learning more about the Voluntary Enhanced Standards or InMarket’s privacy-focused practices, please contact info@inmarket.com.