Company: MFON
Filing Date: 2025-04-07
Form Type: 10-K
Source: 0001641172-25-002942
Chunk: 128

Company: MOBIVITY HOLDINGS CORP.
Filing Date: 2025-04-07
Form: 10-K
Item: Item 1
Chunk 128
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 marketing campaigns and behavioral advertising. The general
    guideline is that all material terms and conditions of the offer must be “clearly and conspicuously” disclosed to the
    consumer prior to the buying decision. The balancing of the desire to capture a potential customer’s attention, while providing
    adequate disclosure, can be challenging in the mobile context due to the lack of screen space available to provide required disclosures.

    ●
    
    Behavioral
    Advertising. Behavioral advertising is a technique used by online publishers and advertisers to increase the effectiveness of
    their campaigns. Behavioral advertising uses information collected from an individual’s web-browsing behavior, such as the
    pages they have visited or the searches they have made, to select which advertisements to display to that individual. This data can
    be valuable for online marketers looking to personalize advertising initiatives or to provide geo-tags through mobile devices. Many
    businesses adhere to industry self-governing principles, including an opt-out regime whereby information may be collected until an
    individual indicates that he or she no longer agrees to have this information collected. The FTC and EU member states are considering
    regulations in this area, which may include implementation of a more rigorous opt-in regime. An opt-in policy would prohibit businesses
    from collecting and using information from individuals who have not voluntarily consented. Among other things, the implementation
    of an opt-in regime could require substantial technical support and negatively impact the market for our mobile advertising products
    and services. A few states have also introduced bills in recent years that would restrict behavioral advertising within the state.
    These bills would likely have the practical effect of regulating behavioral advertising nationwide because of the difficulties behind
    implementing state-specific policies or identifying the location of a particular consumer. There have also been a large number of
    class action suits filed against companies engaged in behavioral advertising.

    ●
    
    Behavioral
    Advertising-Privacy Regulation. Our business is affected by U.S. federal and state, as well as EU member state and foreign country,
    laws and regulations governing the collection, use, retention, sharing and security of data that we receive from and about our users.
    In recent years, regulation has focused on the collection, use, disclosure and security of information that may be used to identify
    or that actually identifies an individual, such as an Internet Protocol (“IP”) address or a name. Although the mobile
    and Internet advertising privacy practices are currently largely self-regulated in the U.S., the FTC has conducted numerous discussions