Trends Report

Privacy Matters For Online Advertisers

Behavioral Marketers Should Prepare To Self-Regulate Data Practices

September 21st, 2010
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributor:
Jennifer Wise

Summary

Concern over consumer privacy has marketers, associations, government officials, and even technology vendors hustling to find ways to manage online data so that it is comfortable to consumers and still beneficial to advertisers. Lots of activity is underway, including new technology standards and potential legislation. But Forrester ultimately believes that marketers will self-regulate to assuage concerns, introduce new value to consumers, improve data quality, and usher in the online marketing suite.

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