marketing & privacy
Marketers must strike the right balance between getting close to customers and respecting their privacy. At a time of increasing regulation and customer pushback on data policies, the stakes have never been higher. Explore our insights and best practices on marketing & privacy.
Discover how Forrester supports B2B and B2C marketing leaders.
Insights
Blog
Google Finally Scraps Its Cookie Deprecation Plans
Google is finally reversing its decision to deprecate third-party cookies in Chrome. Find out what advertisers should do in the wake of this decision.
Blog
Oracle Exits The Advertising Business
The development underscores just how quickly and significantly the foundation of digital advertising has shifted. Read the key takeaways for advertisers and marketers.
Blog
Location Data Is A Problematic Fave, And It’s Time To Break Up
We’ve written in the past about the dangers of location data, but recent headlines have once again highlighted its extremely problematic nature. The US Federal Communications Commission fined four mobile carriers $200 million for selling customers’ location data, and Google is paying a $62 million settlement in a class-action lawsuit alleging that it collected location […]
Blog
Latest Proposed Federal Privacy Law Faces Favorable Winds
Though the American Privacy Rights Act faces an uphill road, there are clear signs of progress on the consumer privacy front. Learn about the bill and what marketers can expect.
Blog
Google Chrome Settlement Shows The Power Of Privacy-Minded Consumers
The details of Google’s settlement in a multiyear lawsuit over Incognito mode became public this week. Find out what changes Google will make as a result of the settlement and what it means for marketers everywhere.
Blog
Glassdoor’s Mishandling Of Customer Data Has Some Users Eyeing The Exits
The platforms' covert addition of users’ real names, jobs, and job titles to their previously anonymous profiles has sparked backlash and distrust.
Blog
US Govt. Makes More Data Privacy Moves: What Marketers Need To Know
With two moves, the federal government bucked its reputation for moving at a glacial pace this week. First, the Federal Trade Commission dropped a blog post stating that “Browsing and location data are sensitive. Full stop.” Second, the House of Representatives’ Committee on Energy and Commerce moved forward with two bills in response to President […]
Blog
California’s Privacy Law Puts Second-Party Data On Notice
The California attorney general’s office reached a settlement with DoorDash after the food delivery company sold customer data without proper notice or opt-out controls. It got slapped with a measly $375,000 fine (for context, DoorDash’s stock price is $120 and change), but don’t brush this off as a one-and-done. A closer look at the settlement […]
Podcast
Managing The Privacy Risks Of Generative AI
Nervous about the privacy implications of your latest generative AI pilots? In this episode, Principal Analyst Enza Iannopollo shares some insights and mistakes to avoid.
Podcast
How Will Generative AI Change B2B Marketing?
For all the FOMO that generative AI has inspired among B2B marketers, many aren’t sure where to start with it. Principal Analyst Lisa Gately shares her insights this week on What It Means.
Blog
Welcome To The Data-Deprived Future Of Frontline B2B Marketing
Data deprecation is well under way, and it’s interfering with frontline B2B marketing programs. Google plans to deprecate third-party cookies for 1% of Chrome users in Q1 2024, and it has plans to phase out third-party cookies completely beginning in Q3 2024. When To Start Being Concerned About B2B Data Deprecation Should you start being […]
Blog
Making Reality Unreal: Five Deepfake Scams That Imperil Enterprises In 2023
While it might seem like generative AI is the only use case for AI around today, just a few years ago, deepfakes wore the mantle for attention and hype in the AI universe. That’s fallen off considerably today, but we will likely see a resurgence in interest based on attacks using deepfakes to scam and […]
Blog
Build A Roadmap For Collecting The Customer Data That You’ll Actually Use
Marketers want to capture as much zero- and first-party data as possible, whether that’s email addresses, marketing opt-ins and other consent, or more granular data about who a customer is and what they’re interested in. But consumers have more power to be selective about who they share data with and when and have become wary […]
Blog
Adtech Is Searching For Its Next Oasis
This year, programmatic advertisers face an unusual economic paradox: Ad spend continues to go up, but sellers of programmatic advertising and adtech vendors alike are consolidating and reorganizing in pursuit of efficiency. The stakes (and the same factors that drove real-time bidding adoption in the first place) are high: millions of hours of monetizable consumer […]
Blog
Recapping The Global Privacy Summit: AI Is Everything Everywhere All At Once
This week, I attended the Global Privacy Summit, hosted by the International Association of Privacy Professionals. This is my fourth time attending, and the shortest way to recap the event is: AI is so hot right now. It was the topic of the opening keynote, the closing keynote, and many sessions in between, including debates […]
Blog
It’s 10 p.m. — Do You Know Where Your Data Is Going?
Last week, The Washington Post did a deep dive on how a publication used “commercially available” mobile data to out a Catholic priest as a Grindr user and visitor of a gay bar, ultimately forcing him to resign. Some of this data was sourced from Grindr; a Grindr spokesperson told the Post that “[the] company […]
Blog
Data Privacy Day, B2C Marketing Edition
The privacy landscape is shifting quickly. It’s a critical time for B2C marketers to get involved in their organizations’ privacy programs.
Blog
Meta Hit With €390 Million Fine And An Uncertain Advertising Future
Learn what the latest ruling against Facebook and Instagram means for marketers.
Blog
A New Era Of Privacy Dawns With The Latest Google Fine
In the wake of a lawsuit settlement over deceptive location-history user settings, companies need to look closely at their data privacy practices.
Blog
US Consumer Privacy Attitudes In 2022
Collecting data without infringing on consumers’ privacy and ultimately sacrificing their loyalty and trust is a new marketing imperative. Marketers must avoid regulatory fines and reputational damages and lead the conversation on consumer privacy. Data deprecation, new privacy laws, and the cookiepocalypse are coming. You’re now past the time to revise your approach to data […]
More posts