Predictions Report

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

November 7th, 2017
Fatemeh Khatibloo
Samantha Merlivat
Alexander Spiliotes
With contributors:


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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