In today’s world, many things vie for our attention: elections, a tough economy, and persistently high prices. Amidst this, it’s concerning that Congress might fast-track legislation targeting digital ads.
The backlash against “Big Tech” has escalated in Washington, D.C. As the owner of two small businesses in the Twin Cities – a car dealership and a roofing company – I’ve benefited significantly from digital advertising. I’m not a tech entrepreneur, but I’m deeply worried about the new bipartisan privacy proposal.
The main issue with the “American Privacy Rights Act” is that it doesn’t differentiate between supposed harms and the real-world benefits of technology.
Washington, D.C., often misunderstands the value of data-driven digital advertising tools that create opportunities and drive success for small businesses. Digital advertising is crucial for attracting customers and growing my businesses, and it’s equally valuable for other small businesses.
After building a career in the automobile industry, I opened my car dealership in 2010, aiming to support my family and contribute to the local economy. A key part of my business plan was to use digital ads to reach potential customers, specifically Facebook ads. This strategy proved effective, so when I launched my second business – focused on exterior remodeling and restoration services – I used the same digital marketing approach.
The results speak for themselves. The dealership has attracted customers from across Minnesota and the remodeling business has grown rapidly thanks to targeted digital advertising.
The success of my businesses depends on the scope of privacy legislation in Congress. If the current draft becomes law, I will lose the ability to leverage digital advertising partnerships that help my businesses grow.
Policymakers need to understand that protecting online privacy doesn’t require stripping targeted advertising of its benefits. Legislation should address harms like illicit surveillance and identity theft while preserving valuable advertising tools for small businesses and consumers.
We live in a digital society, and limiting businesses from using digital technologies would be a step backward, harming small businesses and the digital economy. Congress should aim to protect online privacy without undermining the benefits of digital advertising for small businesses.
Benjamin Footh
Rosemount