Because IPG has now followed up by publicly stating that Acxiom does not collect personally identifiable information related to sensitive locations such as abortion clinics, nor does it collect granular purchase data, Open MIC has withdrawn its proposal.

“A big part of our concern really comes down to transparency,” Dana Floberg, Open MIC’s advocacy director, told MarketWatch on Thursday. It’s unclear exactly what data Acxiom collects, Floberg added, as well as “what kinds of measures they may or may not be taking to ensure they keep that data safe, and what they turn over to law enforcement.”