Trends Report

Brief: Publishers Must Invest In First-Party Data Protection

Safeguard Your Single Most Important Asset

May 18th, 2016
SB
Susan Bidel
With contributors:
Srividya Sridharan , Fatemeh Khatibloo , Wei-ming Egelman , Laura Glazer

Summary

First-party data is publishers' single most important asset: It represents their one-to-one connection with consumers. With consumer concerns about privacy on the rise, it is incumbent upon publishers to make every effort to prevent over-zealous third-party data collection and to preserve the consumer content experience. B2C marketers and publishers must read this report to understand why and how consumer data collection occurs and how to keep it at manageable levels.

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