Predictions Report

Predictions 2018: Europe's Privacy Laws Will Bite US Martech And Slow AI's March Into Marketing

November 7th, 2017
Enza Iannopollo, Principal Analyst
Enza Iannopollo Principal Analyst
Fatemeh Khatibloo, null
Fatemeh Khatibloo
Samantha Merlivat, null
Samantha Merlivat
Alexander Spiliotes, null
Alexander Spiliotes
With contributors:
Laura Koetzle , Stephanie Balaouras , Heidi Shey , Stephanie Liu , Christopher McClean , Renee Murphy , Christine Turley

Summary

2018 will be a difficult year for B2C marketers as regulators flex their new muscles and consumers use their wallets to vote for the privacy they want. Marketing vendors will face massive fines, dodgy adtech vendors will fold, and personally identifiable information (PII)-based artificial intelligence (AI) innovation in Europe will screech to a halt. This report lays out Forrester's five predictions for how 2018's privacy conflicts between governments, companies, and consumers will impact marketers.

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