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.