The draft of India’s Digital Personal Data Protection (DPDP) has been released for comment and includes a rule that would require explicit parental consent for children under 18 to open a social media account. Data fiduciaries at companies would be responsible for verifying that appropriate permission has been obtained and that the individual granting the consent is an adult. The deadline for DPDP feedback is February 18th.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.