Magazine article ADWEEK

2020s the Battle to Redefine Privacy after Years of Freely, or Unknowingly, Giving Up Their Data, Consumers Are Becoming Wary, Get Ready for Access and Regulations to Collide

Magazine article ADWEEK

2020s the Battle to Redefine Privacy after Years of Freely, or Unknowingly, Giving Up Their Data, Consumers Are Becoming Wary, Get Ready for Access and Regulations to Collide

Article excerpt

"Iswear my phone listening to me," said everyone with a smartphone.

And they're not just talking about Siri. Targeted ads and friends' posts regularly pop up on Instagram and Facebook in the midst of our conversations about those very products and people.

Coincidence? No one has been able to conclusively prove otherwise, but we do know Alexa is recording us on our Echo Dots.

Technology is pushing the limits in how marketers not only meet, but anticipate, the growing demands for a frictionless customer experience. With the convergence of Big Tech, machine learning, enhanced targeting and personalization, we arguably stand at the precipice where either personalization or privacy will hold sway.

The pushback has already begun, with the 2020s poised to be the decade that sets some ground rules for an industry that's used to making the rules (or not) as it goes.

"If you think about healthcare, if you think about financial services, every other industry with high volumes of data collection--they are already regulated, but it hasn't come to roost for those of us in the marketing and advertising space," noted Fatemeh Khatibloo, a Forrester analyst with expertise in the privacy/personalization paradox. "And clearly what we're hearing from consumers and regulators is that it's time to put those guardrails up."

Indeed, the EU enacted the General Data Protection Regulation in 2016, giving citizens more control over their data, shutting down some businesses overnight, and now this privacy trend has reached our shores. …

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