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The U.S. is on the cusp of implementing a new national privacy law, the American Data Privacy and Protection Act (ADPPA). And while we may be late to the party (the EU’s General Data Protection Regulation, or GDPR, was implemented in 2018), it’s now high time for businesses to start paying attention to data and how it impacts consumer privacy.
The new law will have significant implications for marketers, who will need to ensure they are handling consumer data in a responsible and transparent manner. Consumers, for their part, are more invested in maintaining control of their data and reluctant to exchange personal information (even for incentives) unless they trust that you’re being careful with their data. Nearly three-quarters of consumers rank data privacy as a top value, a recent report by MAGNA Media Trials and Ketch found.
In this post we’ll cover:
What is privacy in marketing? Why marketers should care. How important is privacy to consumers? The four types of consumer data. Privacy initiatives marketers should know about.Privacy-enhancing technologies. What does this mean for marketers?
Estimated reading time: 9 minutes
What is privacy in marketing?
Privacy in marketing is all about data — specifically, an individual’s personal, identifiable or aggregate data and how companies collect it, use it, share it and forget it. The International Association of Privacy Professionals (IAPP) defines privacy as, “the right to be left alone.”
From a data privacy perspective, that means individuals have the right:
To understand how their data is being used.To control who has access
Read more here: https://martech.org/why-marketers-should-care-about-consumer-privacy/