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Interviews

MarTech Interview with Leigh Freund, President, and Chief Executive Officer of NAI

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MarTech Interview

Leigh, can you tell us a bit about your background and how you came to be the CEO of NAI?

I joined the NAI team after spending more than a decade at AOL, where I was Vice President & Chief Counsel for Global Public Policy. During my time at AOL, I gained valuable experience and insights into the importance of digital advertising and the mechanisms that support a free and open internet. I have witnessed firsthand the contributions third-party companies make to digital advertising and believe in the value of strong self-regulation. Joining the NAI has allowed me to share my expertise and collaborate with like-minded companies to promote responsible data collection and use practices in the digital advertising ecosystem.

How has NAI evolved since its founding, and how has your role as CEO changed over time?

The digital ecosystem has evolved considerably since the NAI was founded in 2000. Back then, the dominant platforms were browsers and consumer experiences online were mostly visiting websites. As the mobile experience has grown, it has brought amazing new opportunities for advertisers, as well as increasingly complex privacy challenges for companies that enable digital advertising. Just as at our founding, NAI members are committed to consumer privacy, but the range of topics they need to navigate to build consumer trust has expanded to include health and location data, connected TV, and many others.

As for me, I have had the privilege of working in the digital advertising industry throughout my career. During this time, I have seen the invaluable contributions that third-party companies make to innovation and competition. As the CEO of NAI, I have a hands-on role in shaping public policy for the digital advertising industry, which is an incredibly rewarding experience.

What challenges has NAI faced in promoting self-regulation in the advertising industry?

Our members care about having a digital advertising industry that leverages data while still protecting consumer privacy, so they’re bought into having strong self-regulatory standards. At the NAI, we also advocate for the role of self-regulation in parallel with government agencies’ enforcement of the law. As regulatory requirements continue to evolve, we are actively working to ensure that self-regulation remains a key part of the compliance landscape.

Can you tell us about NAI’s recent partnership with SafeGuard Privacy? How will NAI’s use of SafeGuard Privacy’s automation tools benefit its members?

The dynamic compliance landscape demands agility and responsiveness, and an online compliance platform will allow us to achieve this. After a thorough review of our options, we determined that partnering with SafeGuard Privacy would provide our members with the best opportunity to evaluate their compliance with NAI standards. SafeGuard Privacy’s streamlined compliance and due diligence process is an excellent fit for our organization and will enable our members to operate more efficiently.

How does this partnership fit into NAI’s overall strategy for promoting responsible data collection and use?

As a trade association committed to helping the digital advertising ecosystem navigate complex regulatory environments, the NAI’s partnership with SafeGuard Privacy will provide our member companies with access to an interoperable platform for assessing privacy legal compliance and industry best practices. NAI members will be able to use the SafeGuard Privacy platform to assess compliance, regardless of whether they are current customers of SafeGuard Privacy or not. We’ve always had a robust compliance program that includes one-on-one interviews, detailed reporting from members, and feedback from the NAI team. Now we’ll be able to better leverage those learnings to quickly spot industry trends and help our entire membership benefit from that knowledge.

What is the significance of the NAI Code of Conduct for mobile advertising?

The NAI Code of Conduct is a critical component of our work to promote responsible data collection and use practices within the digital advertising industry. One of the key elements of the Code is addressing the types of data that our member companies can use for advertising purposes, and that certainly includes mobile.
 In addition to the Code of Conduct, the NAI worked closely with a few of our members in the mobile space to develop Enhanced Standards for Precise Location Information. These standards go beyond existing industry and legal requirements to provide a guide to protect sensitive data including places tied to religious worship, sensitive healthcare services, military bases, LGBTQ+ identity, and other places that consumers are likely to consider to be sensitive, to ensure the safety of consumers.

How does NAI approach next-generation advertising technologies?

As an organization, the NAI firmly believes that policymakers and responsible members of the advertising industry have a shared interest in protecting consumer privacy while also promoting innovation and competition. We believe that the key to achieving these goals lies in developing new privacy laws that target harmful data usage and promote data stewardship across the industry. Rather than imposing broad limitations on data sharing, we believe that a more nuanced approach is needed to balance privacy concerns with the needs of businesses to operate and innovate. By working together with other industry stakeholders, we can create a more responsible and sustainable digital advertising ecosystem that benefits everyone involved even as advertisers innovate and industry practices change.

What is the role of the NAI Guidance for the use of non-cookie technologies?

We developed the Guidance for NAI Members called “Use of Non-Cookie Technologies for Interest-Based Advertising” to provide our members with clear and practical advice on how to leverage new technologies for interest-based advertising while still upholding standards of consumer privacy and transparency. We are constantly updating and refining this guidance to ensure that it remains relevant and effective in a rapidly changing digital advertising ecosystem.

What benefits do the NAI’s high standards for data collection and use have for advertisers?

We believe that by following these standards, advertisers can be confident that the NAI members they work with are collecting and using data in a responsible and ethical way that benefits both consumers and businesses. We are constantly updating and refining our standards to stay up to date with the most recent industry developments. In the future, we expect to focus more and more on helping our members understand increasingly complex – and sometimes even contradictory – state and federal privacy laws.

What is the significance of the Precise Location Information Solution Provider Voluntary Enhanced Standards?

The NAI worked closely with a few of our members in the mobile space to develop Enhanced Standards for Precise Location Information, that go beyond existing industry and legal requirements to ensure user safety. These standards are designed to create new restrictions on the use, sale, or transfer of location data that is associated with sensitive points of interest, such as places of worship or healthcare facilities, as well as locations that are important to members of the LGBTQ+ community or other sensitive locations. In addition, the Enhanced Standards place limits on the use of precise location information for certain purposes, such as law enforcement or national security, in order to ensure that this information is used only for legitimate and necessary purposes.

What are NAI’s plans for future growth and development?

The digital advertising industry faces considerable transformations, brought by constantly evolving rules, regulations, and new state legislations, which can bring stress and uncertainty, even for well-intended companies. At the NAI, we recognize the importance of adapting to the evolving regulatory landscape in the digital advertising industry and will continue to work with the industry on frameworks and compliance tools that help companies navigate the changing regulatory environment and highlight responsible practices.

What advice would you give to businesses about responsible data collection and use in the advertising industry?

At the NAI, we take our commitment to promoting consumer privacy very seriously. That’s why we’re always working to champion best practices that reflect our values of transparency and choice, consumer trust, and responsible data collection and use. This means being transparent about the data being collected, providing the required choice, and using data only for its intended purpose.
Our policy goals, industry business needs, and consumer benefits all support each other. For the NAI, those values are right in our logo: Privacy, Trust, and Accountability.

Tune in to MTC Podcast for visionary Martech Trends.

Leigh Freund, President, and Chief Executive Officer of NAI

As President & CEO of NAI, Leigh Freund leads the organization’s growth and helps set the agenda and strategic priorities. Leigh joined NAI in 2015 after an eleven-year career at AOL Inc., where she served as Vice President & Chief Counsel for Global Public Policy. Leigh brings more than a decade of substantive expertise in privacy, advertising, and public policy in the digital sector to her work at NAI. She has first-hand knowledge of the tremendous contributions third parties have made in the digital advertising space and she is a passionate believer in strong self-regulation. LinkedIn.
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