Big data may be a big buzz word right now, but the underlying developments in this space have large implications on the consumer market.  Here to discuss the marketing industry’s use of big data is SiliconAngle’s John  Caseretto, who goes through the latest developments in privacy.  He looks at ways in which increased scrutiny on marketers may outweigh the benefits (full video below).

The Direct Marketing Association recently announced a one million dollar fund aimed at educating the consumer about data-driven ads and how they add more value to their browsing experience. This is a response to regulators recent criticism over the way marketers leverage user data.

Cassaretto is leaning more towards the DMA in this matter. He says that techniques to track user behavior and browsing history have been around for a very long time, and that this subject only started to attract serious attention in the past few years when advertisers have truly began refining their targeting. Casseretto adds that these firms are not after individual users: ads are tailored to demographics, and as a result the overwhelming majority of data collected is completely anonymous.

Addressing the FTC’s attempt to pass an industry wide ‘opt out’ button, Cassaretto reiterates his point about a better surfing experience. If this particular legislature were to pass, advertisers’ ability to deliver relevant content will most certainly be curved, but from the user’s point of view, the only real implication will be an influx of generic ads.

Another headline that was tackled during the interview was CNIL’s recent actions against Google. The France privacy authority ordered the search giant to patch certain EU privacy law compliance issues within three months, or be subject sanctions. Jon believes that it would be best for the company to fulfill the agency’s requirements simply because a significant portion of its users are based Europe, which qualifies it as a critical market.

Lastly, Cassaretto reviewed the malware warning issued by the IC2 Android users last week. He thinks that this is not a response to a some major cyber-threat that reared its head in the past few days, but rather an attempt to increase user awareness about the risks in the current mobile environment.

For the full discussion, see this morning’s News Desk segment below.