Why Read This
Consumers are leaving an exponentially growing digital footprint across channels and media, and they are awakening to the fact that marketers use this data for financial gain. This, combined with growing concerns about data security, means that individuals increasingly want to know when data about them is being collected, what is being stored and by whom, and how that data is being used. As a result, a nascent industry is forming, with the promise of giving consumers control over their own data. We call this phenomenon personal identity management (PIDM). In this report, we outline what we expect PIDM will look like, and we provide Consumer Intelligence (CI) professionals with the insight to prepare for this impending change.