Compilers Seek the Lost Generation
ROUGHLY 7.3 MILLION consumers have turned 18 since June 1, 2000. To marketers they may not seem any different than their older cohorts. But to the data compilers tracking them, they present a unique challenge.
This is because on that date, the Shelby Amendment to the Driver’s Privacy Protection Act went into effect. The measure requires any state selling Department of Motor Vehicles data to marketers to first obtain consent from the driver.
The amendment effectively ended DMVs as sources of consumer names, addresses and dates of birth, as well as vehicle information. But it didn’t end compilers’ appetites for this data, and they are becoming increasingly creative in mining for new sources.
Any DMV-sourced data collected before June 1, 2000 is considered fair game.
