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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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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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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.

 

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: 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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How Blockchain Is Affecting The Marketing And Advertising Industry - Forbes

How Blockchain Is Affecting The Marketing And Advertising Industry - Forbes | The MarTech Alert | Scoop.it
When obstacles associated with a regulatory framework are left in the past, CMOs face a new kind of challenge -- learning how to combine profitability and privacy. So far, it’s largely been a one-way street. Websites collect user data and sell it to advertisers, who then use it for the purposes of advertising personalization.

Entrepreneurs, startups, publishers and advertisers should direct their efforts toward rewarding user attention in exchange for their data usage, which is especially important in regard to the General Data Protection Regulation.
CYDigital/marteq.ios insight:

Data has a transactional basis: you view my content, I get your data. Blockchain is a transparent, cryptographically-safe means to conduct that transaction. Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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