With sophisticated data-gathering techniques leading to increased capacity for advertising and marketing personalization, some consumers are responding well to a richer, more customized experience while others feel threatened by privacy concerns. As a result, businesses are increasingly trying to balance respect for their audiences with the effective (and profitable) use of such data.
“Privacy is a game changer,” writes Forrester Research Principal Analyst Fatemeh Khatibloo in Forbes. “This is the year to up the ante on your investments: you need the right cross-functional team, good governance practices, and the technical tools to ensure all of your systems are in compliance with both laws and internal privacy guidelines. In the end … customer-obsessed business leaders who get privacy right will thrive in the Age of the Customer.”
Recent outcomes of the struggle have included the Interactive Advertising Bureau’s LEAN Principles program and a cookie-limitation movement founded by the nonprofit Network Advertising Initiative. Other players throughout the ecosystem have been self-monitoring through enterprise tag management. Read more