Forrester

Why Read This Report

Governments are placing pressure on interactive marketers, in most cases by mandating clear rules around how customer data is obtained, used, and stored for marketing. While interactive marketers must legally respond, they should also take the opportunity to go further and recognize new paradigms of consensual targeting. Why? Because consumers don't always see targeting options as simply black and white and stand to benefit from a more nuanced approach. This document not only challenges brands, publishers, and targeting services to offer a clear, transparent privacy solution, but also outlines an approach to the privacy dialogue that not only reassures customers but deepens their connection with the message.