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Context Matters! - IAS Insider

Context Matters! - IAS Insider | The MarTech Alert | Scoop.it

Consumers prefer brands to target them based on their behaviour and context:
48% prefer contextually targeted ads
35% are receptive to ads based on their previous purchases 
34% want to be targeted based on their browsing history

 

Consumers are growing more aware of their data privacy online
87% are aware websites and apps collect and share their data for advertising purposes
67% are confident in the security of their data
50% believe the security of their data is their own responsibility

 

There remains resistance from consumers around the sharing and understanding of how their data is used :
62% are still clearing/deleting their browser history
61% would prefer a less targeted ad experience, rather than sharing their data
33% are not even aware of any data privacy regulations

CYDigital/marteq.ios insight:

There is a HUGE opportunity when providing contextually targeted ads, e.g., it's possible to send an ad while the consumer is looking at a competing item!

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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Is Stablecoin the Next Big Thing in E-Commerce? - HBR

Is Stablecoin the Next Big Thing in E-Commerce? - HBR | The MarTech Alert | Scoop.it
A few years ago, if you had heard that the U.S. government might mint its own digital currency, you might have dismissed the idea as starry-eyed futurism — or, less charitably, a joke. Digital currencies, such as Bitcoin, were the purview of speculators and coders, not stodgy central bankers. But this winter, the Federal Reserve announced that it’s investigating the possibility of issuing its own digital coin. Speaking at Stanford, Federal Reserve Governor Lael Brainard noted that the “potential for digitalization to deliver greater value and convenience at lower cost” has piqued the interest of the traditionally risk-averse institution.

Digital payment services — powered by blockchain technology — could be the next great upheaval in global e-commerce growth. For that to come to pass, however, four conditions need to align: appropriate technology, consumer demand, corporate champions, and an amenable regulatory environment.

The question is how. For all the hype around blockchain — the open-source digital ledgers that many have argued will do everything from make cash obsolete to remake the global economy — it can sometimes seem like a solution looking for a problem. While it has found a place in niches such as supply chains and digital IDs, problems like price volatility and the need to comply with the existing regulatory framework have prevented mainstream adoption in currency. But now, one promising category of cryptocurrencies known as “stablecoins” seems poised to succeed where its predecessors failed. Uniquely positioned to act as a medium of exchange in e-commerce, stablecoins enhance both the efficiency and reach of e-commerce.
CYDigital/marteq.ios insight:

Not if, but when. State desire will drive the adoption on a nationwide basis, as there is a beginning clamor.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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CCPA Puts Consumers in Charge and the Regs Should Too - MarTech Series

CCPA Puts Consumers in Charge and the Regs Should Too - MarTech Series | The MarTech Alert | Scoop.it
In the latest modifications, however, the draft regulations could have explained more about one critical component. The law clearly puts consumers in charge of whether or not they opt-out of the sale of their information. But the most recent modifications to the regulatory language introduce certain ambiguity that some read as empowering third parties to make that choice for them, including a small group of browser operators. 

In the latest modification, the AG issued earlier this month, however, that last sentence was struck. On first reading, some privacy advocates and others, including myself, misread that to mean that the current “Do Not Track” settings would become the defacto “Do Not Sell” settings and have the power of law. On second reading that doesn’t seem to be the case because a prohibition on tracking and a prohibition on selling are two different things. 
CYDigital/marteq.ios insight:

This will shortly be addressed by CA.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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Republican COVID-19 Privacy Bill Draws More Criticism - MediaPost

The COVID-19 Consumer Data Protection Act, introduced Thursday would generally require companies to obtain people's express consent before gathering data health, device, geolocation, or proximity, in order to trace the contacts of people diagnosed with the virus.

The bill also would require companies to either delete or “de-identify” all personally identifiable information when it is no longer being used for the COVID-19 outbreak.

Sponsors say the measure “would provide all Americans with more transparency, choice, and control over the collection and use of their personal health, device, geolocation, and proximity data,” and “hold businesses accountable to consumers if they use personal data to fight the COVID-19 pandemic.”

But critics say the proposed legislation has some broad exceptions that could undermine people's privacy. One of the biggest, according to advocacy group Free Press, is that the measure exempts employers from its mandates.
CYDigital/marteq.ios insight:

Pro or con, the legislation is yet another example as to how corporate privacy protection technologies and processes need to adapt on an ongoing basis. 

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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Data Privacy and Data Security: Outsourcing to Third Parties and the Effect on Consumers, Companies, and the Cybersecurity Industry as a Whole - CPO Magazine

Data Privacy and Data Security: Outsourcing to Third Parties and the Effect on Consumers, Companies, and the Cybersecurity Industry as a Whole - CPO Magazine | The MarTech Alert | Scoop.it
Now, the savvy consumer monitors whether their Facebook profile is public or private, checks their credit card statement monthly, freezes their credit score, and uses a different password for their Amazon.com account than their bank account – all a sign that the common user is becoming more intelligent as a result of an increased awareness that their data is out there, their data is being stored, and their favorite merchant may not be paying close attention to whose hands that information is being passed off. This new-found awareness that data subjects have rights whether they pay for a service or not has put the global economy into a privacy recession. For the first time, companies are now scrambling to capture consent at every crossroad and keep pace through privacy policy updates in an effort to anticipate the next law restricting the use of consumer data. The extent of this market shift will continue to grow until the stakes for an organization, and their impact on consumers, are fully realized.
CYDigital/marteq.ios insight:

From a data privacy management standpoint for the company, the most effective, secure, least costly approach is to give consumers full control over their data. Under this paradigm, a complete corporate function would not need to be created and managed.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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New report shows consumers want privacy, are unaware of new data privacy regulations - Yahoo News

While 89% of consumers say data privacy is important, more than half (55%) are unaware of any data privacy regulation, according to a new study by Integral Ad Science (IAS), the global leader in digital ad verification. In the past two decades, the ability to collect consumer data online has revolutionized the field of digital advertising, but new privacy regulations in the US and worldwide have begun to restrict certain targeting strategies. To find out more, IAS surveyed 1,093 US consumers on their perceptions of targeted digital advertising practices and data collection.

A majority of consumers say they are taking responsibility for securing their data; 53% of consumers hold themselves most accountable for keeping their personal information secure, with only 36% holding websites and apps most responsible, and just 10% holding the government most accountable. More than half of consumers have taken action to help limit data collection when they are online, such as clearing their browser history or using a private or "incognito" window. Just 39% responded that they have used an ad-blocker while browsing online.
CYDigital/marteq.ios insight:

The lack of awareness of data privacy legislation is a government marketing problem, and not pertinent. What is important: that over half of consumer hold themselves responsible for keeping their information secure! This is a strong base to support the notion that consumers want to take some action to keep their information secure, so offering them the opportunity to capture and control all of their behavioral data will be well received.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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The Problem with Automating Data Privacy Technology

The Problem with Automating Data Privacy Technology | The MarTech Alert | Scoop.it
Managing complex and nuanced consumer rights requests presents a unique challenge for enterprises in today's regulated world of GDPR and CCPA. Here's why.
As privacy laws around the globe proliferate and evolve, company leaders must be careful not to approach privacy compliance as an item to check off a list. Instead of employing a reactive strategy built around ad hoc responses to new laws and amendments, organizations should deploy a more proactive approach. To do so, they'll need to develop scalable processes that ingrain privacy into how the company manages its data. A scalable approach to privacy can help conserve resources, including budget, and create a lasting competitive edge.

With privacy technology, the word "automated" as a descriptor is used a lot. Yet few business leaders understand what that word currently means and what it needs to mean if they wish to scale their compliance programs. Today's existing automation technologies can help automate rote activities or connect disparate systems via APIs to reduce the reliance on manual tasks. While this form of automation can help with a "check-the-box" approach to privacy compliance, it will not allow organizations to understand how and why data is moving across a company. Only through intelligent automation will organizations learn how to turn data into a strategic asset, helping make privacy decisions quickly to harness the power of data not just to drive compliance but also greater business success.
CYDigital/marteq.ios insight:

It's a constantly moving target, i.e., to adhere to the frequent changes in legislation, so at this relatively early stage of consumer data privacy, the marketer is constantly behind. The smartest approach? Let the consumer own their data.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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Don't ignore data compliance when adding 3rd party marketing tools - MarTech Today

Don't ignore data compliance when adding 3rd party marketing tools - MarTech Today | The MarTech Alert | Scoop.it
Data management has been an ongoing issue for marketing and customer experience teams for some time. Last November, Forrester reported less than 40% of the customer data executives it surveyed knew where their company’s data was even stored. The primary issue? Inadequate data management processes — only 5.6% of Forrester’s survey respondents scored a “4” or higher on a scale of 1 to 5 when measuring the company’s data management maturity level.

“Do you know where your customer data is going? If you were to map all of the interactions on your website, do you actually know which third-parties are interacting with the user data on your website when it’s rendered in the browser?” asked Wallace. “As an organization, you are actually responsible and liable for non-compliance, even if it’s one of the third-party components that you’re utilizing, in terms of CCPA and GDPR.”

Data compliance goes beyond simply enforcing CCPA regulation measures — things like allowing website visitors the ability to opt-out of their data being sold to third-parties or the right to request a business delete their personal information. True compliance includes having a handle on your data management practices, from how you store and implement data internally to knowing what data you are sharing with third-party tools.
CYDigital/marteq.ios insight:

The easiest solution is to give the consumer complete and unabated control over their data, then to request permission to use some or all of that data.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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The State of the CDP. How Organizations Buy, Implement, and Use CDPs - Tealium

The State of the CDP. How Organizations Buy, Implement, and Use CDPs - Tealium | The MarTech Alert | Scoop.it
We asked over 300 U.S. marketing, analytics and data decision makers how they leverage CDPs today, the challenges they face with current vendors and their future plans for CDP technology. Download now to discover the key findings and how to:

Make sense of the CDP landscape
Use CDPs to break down internal silos
Prepare for the future of data orchestration
Set up your organization for data success
CYDigital/marteq.ios insight:

From Tealium, an established CDP provider. 

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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Report: Forrester lists top email marketing platforms - CMO Australia

Report: Forrester lists top email marketing platforms - CMO Australia | The MarTech Alert | Scoop.it
The latest report nominates Acoustic, Adobe, Bluecore, Braze, Cheetah Digital, Cordial, Dotdigital, Epsilon, Exponea, Iterable, Oracle, Salesforce and Zeta Global as significant using a 23-criterion evaluation to score them for their B2C marketing offering. 

Looking closer at the platforms and how they rated, the report put Zeta Global, Epsilon, Oracle and Cheetah Digital as leaders of the pack, while Salesforce, Dotdigital, Cordial, Acoustic, Adobe and Iterable are strong performers and Braze, Bluecore and Exponea are still found to be contenders. 
CYDigital/marteq.ios insight:

Not at all surprised to see Cheetah Digital named as a leader, and that has much to do with their acquisition of Way-In and its zero party data resources.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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Policy Management: Choosing the Right Data Privacy Software, Part 1 - JD Supra

Policy Management: Choosing the Right Data Privacy Software, Part 1 - JD Supra | The MarTech Alert | Scoop.it
What capabilities should you search for?
A good Policy Management software solution will, first of all, provide multiple and up-to-date supporting document templates to allow your staff to create what’s required for a data privacy program. 

Employee understanding of policies and procedures is essential, but information overload can be a major roadblock to employee adoption of compliant behaviors. One way to ensure your employees get the information they need to remain compliant is to target the right segments of your workforce with only the information that’s appropriate to each of them, in the right language.

Your ability to assess and optimize your compliance program should be streamlined, too; the right solution should allow you to track attestations within your program, and make any changes required to improve compliance.

Furthermore, having the ability to automate reporting to enable early risk assessments and responses will reduce the number and cost of regulatory non-compliance incidents.

Ease of use is practically paramount, so both administrators and employees alike are able to work with the solution with minimal (or even no) training. This is important because most employees have difficulty with data privacy and cybersecurity issues; 75% of respondents in one survey struggled to understand any best practices in these areas, marking them at the “novice” or “risk” level.
CYDigital/marteq.ios insight:

Parts 2 and 3 can be found here: https://mitratech.com/resource-hub/blog/enterprise-content-management-data-privacy/  and https://www.jdsupra.com/legalnews/compliance-management-choosing-the-30216/

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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Your CMS Is NSFW - HubSpot

Your CMS Is NSFW - HubSpot | The MarTech Alert | Scoop.it
Marketing leaders must coordinate with developers and IT teams to manage their website’s ecosystem, while ensuring frontline teams can make content updates and build pages. Layered on top of these considerations are a plethora of new technical requirements:

We need to connect our website with an ever-growing array of tools and technologies, via integrations, plugins, and custom development.
We need to use roles, permissions, and content partitioning to create clean workspaces for our teams as they become more specialized.
We need to ensure that site performance does not degrade as more visitors and more content expand our website’s footprint.
We need to personalize a rich end-to-end online experience for all of our website visitors, with capabilities like membership logins for customers, contextual content for leads, and ungated content for customers.
We need to be confident in our website’s security, incorporating functionality like SSO, SSL, and custom configured CDN to keep our business’s and our customers’ data safe.
CYDigital/marteq.ios insight:

Granted this is a post that promotes HubSpot's new CMS, however, the description of the need for a sensible CMS is absolutely valid and spot-on.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech

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New CA Privacy Rights Act CPRA Makes 2020 Ballot - National Law Review

New CA Privacy Rights Act CPRA Makes 2020 Ballot - National Law Review | The MarTech Alert | Scoop.it
The organization known as Californians for Consumer Privacy announced yesterday that it successfully secured enough signatures to qualify adding the California Privacy Rights Act (“CPRA”) to the state’s November 2020 ballot.  The group’s founder Alastair Mactaggart is a well-know public figure who was the driving force behind the infamous California Consumer Privacy Act of 2018 (the “CCPA”), which just went into effect in January.  We previously reported on the latest CCPA developments and litigation trends at length here. 

As of yesterday, over 900,000 signatures were secured from Californians, and still counting.  

The CPRA was introduced in order to amend the CCPA—the law, which has been widely criticized for its overbroad definitions, ambiguous language, and overall lack of clarity.  The CPRA, therefore, aims to expand the privacy rights of California residents and to further increase the companies’ compliance obligations.  
CYDigital/marteq.ios insight:

More forthcoming! Please click through to see the details.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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Council Post: 16 B2B Tech Marketing Trends On the Rise In 2020

Council Post: 16 B2B Tech Marketing Trends On the Rise In 2020 | The MarTech Alert | Scoop.it
6. Intent Signals: We are doubling down on intent signals, using search analytics to guide our prospecting and digital advertising spend. We are fishing where the fish are biting. No more standing on the dock waiting for the fish to swim past (our website). Data-driven ads and outreach are increasing connections, meeting setting and hopefully downstream conversion. - Andrew Kokes, HGS

7. A Focus On First-Party Data: Many of the leading business-to-business technology companies are placing increasing importance on cultivating direct marketing relationships with prospects, as opposed to buying leads from third parties because of changing regulation (GDPR, CCPA, etc). As a result, B2B technology companies are investing more in developing their own tech stacks that are integrated cross-channel with DMPs and CDPs. - Brian Lee, Unleash Your Identity

9. Increased Focus On Data Privacy: There is probably no bigger shift happening in marketing (both B2B and B2C) than the continuously evolving data privacy landscape. B2B marketers are used to leveraging a lot of customer and prospect data in their campaigns, but new regulations are forcing companies to take a hard look at the data they collect and store. Marketers need to pay close attention to how this impacts their capabilities. - Tom Wozniak, OPTIZMO Technologies, LLC

12. Heavily Personalized Communications: Your potential clients and customers have unique personas, identities and preferences; treat them that way. Make sure to go beyond simple variables in your communications. One of the reasons our company keeps heavily investing in our employee benefits virtual assistance is its ability to hyperpersonalize communication at scale. Design your communications for an audience of one. - Rick Ramos, HealthJoy
CYDigital/marteq.ios insight:

Here are the four that are hyper-relevant to today's cost- and legislative-prohibitive environment. And to achieve all four? Provide your consumers with the ability to capture and control all of their data. BTW: FORGET first party data! Go right to ZERO PARTY DATA!

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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The Rise of the PrivacyTechs - CPO Magazine

The Rise of the PrivacyTechs - CPO Magazine | The MarTech Alert | Scoop.it
In order to support companies in this journey of adaptation, the so-called “PrivacyTech” began to emerge between 2016 and 2017, aiming at a promising market for companies that need solutions for privacy protection and personal data management.

Creating an effective privacy framework requires cultural change. A change that takes time and offers benefits that are not always immediately visible, but many companies and, in fact, shareholders are not patient and expect immediate results. Investing in technology for privacy (PrivacyTech) costs money. For an organization to spend money, there must be a benefit, and for many, the benefits are not yet tangible.
CYDigital/marteq.ios insight:

PrivacyTech's benefit is steered by legislation, i.e., you don't have a choice.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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Why marketers need to talk about identity resolution right now | Ad Age

Why marketers need to talk about identity resolution right now | Ad Age | The MarTech Alert | Scoop.it
From a brand perspective, the phase-out of cookies means it’s time to look at customer identity more holistically. Customer identity is about more than just onboarding or linking device identifiers. It’s a way to fill in the blanks around your customers. It’s not the end game in and of itself, but an important tool in your arsenal as your brand seeks a better understanding of its current and potential customers.

 
As the industry moves into a cookie-less future with higher levels of data privacy, good identity resolution will provide three things: quality, transparency, and flexibility. Brand owners should use those three standards to assess their customer identity solutions.
CYDigital/marteq.ios insight:

So much technology being thrown at solving the ever-changing privacy environment that the most obvious answer is oft overlooked: give ownership to consumers. When that happens, watch the marketer benefits flow.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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How marketers can balance privacy and personalization | Ad Age

How marketers can balance privacy and personalization | Ad Age | The MarTech Alert | Scoop.it
Organizations are focusing data investments on the pursuit of a holistic cross-channel understanding of peoples’ and households’ data identities. Spending on identity-related data has grown over 50 percent in recent years. But understanding and resolving identity requires personally identifiable information and therefore can cause heartburn for those new to directly handling this type of data.

It makes sense that most media companies and ad tech and martech providers have chosen to stay away from directly handling consumer data. But those same companies know this: Without partners that directly manage consumer data supporting them, they’d be in trouble.

An accurate, reliable foundation of identity underpins the push-pull balance of privacy and personalization. Without a detailed view of data identity, the marketing ecosystem can accomplish neither.
CYDigital/marteq.ios insight:

When marketers give consumers control over their data, and permit marketers to access any part of that data, the privacy/personalization balance is achieved.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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6 tips for optimizing your personalized marketing efforts | Ad Age

6 tips for optimizing your personalized marketing efforts | Ad Age | The MarTech Alert | Scoop.it
1. Have reliable creative asset templates.
2. Choose the right technology.
3. Pick your targets carefully.
4. Tap into emotional insights.
5. Leverage artificial intelligence.
6. Understand the limits of personalization.
CYDigital/marteq.ios insight:

Note #3: the better approach is to let your targets pick you! Reverse the process!

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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Why Blockchain Occupies a Unique Seat at the Advertising Table | MarTech Advisor

Why Blockchain Occupies a Unique Seat at the Advertising Table | MarTech Advisor | The MarTech Alert | Scoop.it
Blockchain can fundamentally transform the digital marketing space in this regard—it provides the means for recording reconciled transactions on a decentralized ledger, thereby eliminating data duplication. This then serves as immutable proof of a transaction or event having taken place meaning that campaign success cannot be falsified after the fact. By employing smart contracts in the process of tracking and reconciling published ad campaigns, stakeholders can ensure that only impressions that have been verified according to parameters encoded in the contract are being paid for. Payments can also then be automatically distributed to relevant parties based on factors such as when and where an ad was shown, who saw this ad, and whether the viewer interacted with it.

The cost-efficiencies are clear here, but the prized benefit perhaps is the ability for blockchain to introduce the sorely needed end-to-end transparency to programmatic campaigns. This ensures that stakeholders are only paying for ads that have been served on platforms that are viewable, brand-safe, and fraud-free. Simultaneously, stakeholders have better insights on which to act, enabling them to optimize their campaigns in real time and ensuring that their marketing budgets are well-spent.
CYDigital/marteq.ios insight:

Only scratches the surface as to how blockchain can be applied to marketing...and martech.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

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How the Pandemic Is Pushing Blockchain Forward - HBR

How the Pandemic Is Pushing Blockchain Forward - HBR | The MarTech Alert | Scoop.it
It has taken the Covid-19 pandemic to push through the obstacles to blockchain adoption. The virus has revealed the weaknesses in our supply chains, our inability to deploy resources where they are most needed to address the pandemic, and difficulties in capturing and sharing the data needed to make rapid decisions in managing it. Blockchain solutions that have been under development for years have been repurposed and unleashed to address these challenges.

To use blockchains — and other technologies — to help build a better future, leaders must protect data privacy and be transparent about data usage. Too often, crises can prompt widespread erosion of individual freedoms. Lest one forget, after 9/11, the U.S. passed the Patriot Act to fight terrorism, but that greater aim came at a cost to our individual liberties. The power of blockchain is the ability to share data without revealing personal information, if they are designed to do that. As we fight this pandemic, we urge leaders to follow the examples of Rapid Medical Parts, MiPasa, Tymlex, and Civitas: design blockchain solutions that capture and secure the data our decision makers need without eroding our democratic values.
CYDigital/marteq.ios insight:

Focuses on how blockchain is being used to shore-up the supply chain relative to Covid-19. Note that using blockchain for supply chain and validating digital advertising performance are the obvious use cases. Far more lurk beneath the surface.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

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Consumer Data Privacy: What SMB Owners Must Know - Business.com

Consumer Data Privacy: What SMB Owners Must Know - Business.com | The MarTech Alert | Scoop.it
One of the conclusions that can be drawn from this legislative activity, and one of the most significant trends in 2020 is that privacy will become a business differentiator. That means that the health and reputation of a business will now in large part factor in its ability to protect individual personal data and to guard against potential data hacks. 

Consumers themselves support this notion, as more than 80% of those surveyed say that they have become increasingly aware of how businesses are using their personal information, and 75% admit that they have become less likely to trust companies with their personal information over the past year. 
CYDigital/marteq.ios insight:

It includes a quick review of the states that are leading the data privacy charge.

 

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Council Post: Can Consumer Data Privacy Coexist With How Businesses Want To Use Data? - Forbes

Council Post: Can Consumer Data Privacy Coexist With How Businesses Want To Use Data? - Forbes | The MarTech Alert | Scoop.it
The last few years have seen the advent of data management, analytics and intelligence platforms that use artificial intelligence (AI) and machine learning (ML) to analyze consumer data without accepting, analyzing or storing personally identifiable information (PII) of any kind. This is an important development because tools like this can provide the same insights that previously required raw data and consumer PII. The difference is that new tools use more advanced mathematics.

When used correctly in this way, AI and ML offer a powerful way to provide consumer data analysis (on enormous volumes of data from across an organization) while simultaneously maintaining data privacy and security by not transferring any PII data.

They create the possibility of the best of two worlds: flexible, scalable customer data analysis to support your data-driven business model, as well as the security and customer privacy required to maintain a viable business.
CYDigital/marteq.ios insight:

In short, the answer is a resounding NO. It's diametrically opposed. Legislation is making it so. The right response? Give the consumer ownership of their data, and a means to control it. 

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

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Where federal privacy bill stalls, Covid privacy bill takes shape - Politico

Where federal privacy bill stalls, Covid privacy bill takes shape - Politico | The MarTech Alert | Scoop.it
WHAT’S NEXT FOR THAT GOP-LED COVID-19 PRIVACY BILL? — Senate Commerce Republicans on Thursday announced plans to introduce an online privacy bill targeting companies that are collecting personal information to track the spread of Covid-19, as Cristiano reported for Pros. The move brought some new life to the committee’s stalled efforts to advance data protection rules. Sen. Marsha Blackburn of Tennessee, one of the Republicans behind the push, said she expects the legislation to be introduced as early as next week and for it to move forward outside of another potential coronavirus relief package.

— One early review is in: Public Knowledge is not a fan of the plan. “This bill provides little protection for Americans’ privacy during the COVID-19 epidemic,” said Sara Collins, the consumer group’s policy counsel. “Companies may still profit from selling health information or geolocation data, and are allowed to infer who has been diagnosed with the novel coronavirus.”

FTC’S WILSON: LACK OF BROADER, NATIONWIDE PRIVACY LAW IMPEDES COVID-19 RESPONSE — Without a federal consumer privacy law, companies have had to guess whether data uses related to the pandemic pass muster, FTC Commissioner Christine Wilson said Thursday. “The lack of a federal privacy law has been a hindrance to the response to Covid-19,” she said at an event hosted by USTelecom. “An established federal law would have helped companies know when they are being asked to cross the line.” Companies that are collecting data related to the coronavirus should clearly disclose to consumers what is being collected and when it will be deleted, she said, and pandemic-related data should be segregated from other information.
CYDigital/marteq.ios insight:

This pertains to U.S. Senate legislation to be introduced shortly regarding what data can be collected during the pandemic. Critics respond that it weakens existing FTC regulations. FWIW: for now, legislation at the state level usurps anything done at the federal level.

 

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2019 Consumer Data Privacy Legislation - NCSL

2019 Consumer Data Privacy Legislation - NCSL | The MarTech Alert | Scoop.it
This web page discusses consumer data privacy legislation in the 50 states.
CYDigital/marteq.ios insight:

It's through the beginning of 2020, but it's a good starting point (note that many privacy legislative actions at the state level have been put on hold due to the pandemic). Also see https://www.ncsl.org/research/telecommunications-and-information-technology/state-laws-related-to-internet-privacy.aspx.

 

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Who's Data is it Anyway? - Silverbullet | CMO Research Paper

Who's Data is it Anyway? - Silverbullet | CMO Research Paper | The MarTech Alert | Scoop.it
Despite the wheels being set in motion when it comes to building a data-centric businesses, it would not be outlandish to say that brands might struggle to fully achieve this due to ongoing shortages of data skills across the marketing industry as a whole.



Almost half of UK CMOs (45%) estimate poor data handling risks costing their business between £250,000 and £5m everyyear

Only 27% of CMOs say the industry is 'ahead of the game’ with having the skills needed to deal with customer data privacy

Almost three in four (74%) people are more concerned about the privacy of their personal information compared to this time two years ago

Over half (55%) of CMOs believe they are tapping into just 40% or less of their first-party data’s potential.

 

This paper explores the challenges brands need to overcome in order to manage data more effectively and build consumer trust, at a time when consumers are hugely concerned about privacy.
CYDigital/marteq.ios insight:

Although UK focused, we believe the finding are applicable to the US side of the pond. And to answer the question: it's the consumer's data, and it's far more advantageous for the marketer to consider it as such.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

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