The Federal Trade Commission has announced the final agenda for its October 30 workshop in Washington, D.C., “Follow the Lead: An FTC Workshop About Online Lead Generation,” which begins at 8:30 a.m.
Lead generators identify or cultivate consumer interest in a product or service, and sell the consumer “lead” information to third parties. For example, as consumers search the Internet for goods and services, they may express interest in specific topics, such as educational programs, mortgages, or small-dollar loans, and submit their personal information to the lead generator. The consumer leads sometimes contain sensitive personal and financial information that may travel through multiple online marketing entities before reaching the desired business.
The workshop will discuss consumer protection issues raised by the practices of the lead generation industry. The day-long program will feature presentations and panel discussions with industry representatives, consumer groups, law enforcement agencies, and others with expertise on these issues. It will also include remarks from FTC Bureau of Consumer Protection Director Jessica Rich.
Full details are available on the workshop’s webpage. The workshop will be webcast live on the FTC’s website. Full details are available on the workshop’s webpage. It will be held in the Constitution Center auditorium, 400 7th Street SW. The agenda and panelists are as follows:
| 7:45 a.m. | Registration |
| 8:30 a.m. |
Welcome Opening Remarks |
| 8:45 a.m. |
Panel 1: Introduction to Lead Generation Marketplace and Mechanics This panel will provide an introductory overview of lead generation, including the roles of lead generators and related entities, the mechanics of collecting and selling leads, and the potential benefits and risks associated with this activity. Moderator: Evan Zullow Panelists: Michael Ferree David Morgan Paul McConville Liad Wagman Jonathan Gillman |
| 10:15 a.m. |
Panel 2: Case Study on Lead Generation in Lending This panel will discuss how lead generation is used in the lending industry, including the use of an auctioning process known as a “ping tree” and other models. Panelists will also discuss related consumer protection issues. Moderator: Katherine Worthman Panelists: Pam Dixon John Henson Tim Madsen Glenn McKay Aaron Rieke |
| Break – 11:15-11:30 a.m. |
|
| 11:30 a.m. |
Panel 3: Case Study on Lead Generation in Education This panel will focus on how lead generation works in the education marketplace, similarities and differences from lending and other verticals, and consumer protection issues related to education marketing by lead generators. Moderator: Brian Shull Panelists: Jeff Appel Nathan Blake Daryl Colwell Jonathan Gillman David Halperin Amy Sheridan |
| 12:30 p.m. | LUNCH |
| 1:30 p.m. |
Panel 4: Overview of Consumer Protection Concerns & the Legal Landscape This panel will focus on the consumer protection issues raised by lead generation – as discussed in the case studies and as exist in other verticals. Panelists will also discuss the applicability of the FTC Act and other legal principles. Moderator: Sandhya Brown Panelists: Marty Collins Pam Dixon Ed Mierzwinski Jonathan Pompan R. Michael Waller |
| 2:30 p.m. |
Panel 5: Looking Ahead – Protecting & Educating Consumers This panel will focus on the steps both industry members and regulators can take to better protect consumers, and information and strategies for improving consumer understanding of lead generation and avoiding problematic practices. Moderators: Malini Mithal Patrick Eagan-Van Meter Panelists: Joseph J. Chambers Greg Gragg Peter Marinello Lisa McGreevy David Morgan Kim Taylor |
| 3:45 p.m. |
Closing |
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