The Future Of Privacy: Personal Identity And Data Management

Consumers leave a digital footprint across channels and media, and they are aware that marketers use this data for financial gain. With growing concerns about security and privacy, individuals want to know when data about them is being collected, what is being stored and by whom, and how that data is being used. This has spurred the rise of the personal identity and data management (PIDM) industry in the data economy, which promises to give consumers control over their own data. This report helps B2C marketers prepare for PIDM-driven change. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We substantially revised this edition to factor in new market conditions, data, and regulations.