New privacy and regulatory requirements are an opportunity to build consumer trust

by | Nov 18, 2022 | Technology

Presented by Treasure Data

The digital and regulatory landscape is constantly evolving, which impacts day-to-day marketing strategy and operations. In this VB On-Demand event, learn how to navigate regulatory changes while building consumer trust, leverage intelligent technology to meet marketing objectives, and more.

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Across the world, the privacy legislative and regulatory landscape is in constant flux — and that’s not great for marketing strategy and operations.

There’s Apple’s tracking transparency framework and Google’s third-party cookies drama. Comprehensive privacy legislation passed in California, Virginia, Colorado, Utah, and Connecticut. The American Data Privacy Protection Act (ADPPA) introduced in the U.S. Congress, plus the Federal Trade Commission proposing sweeping regulations to address commercial surveillance and lax security practices. Internationally, there’s the GDPR taking an interest in Twitter, privacy laws being passed in China and Australia, Brazil’s new cookie guidelines, and more.

Marketers have to protect their brands by complying with these regulations, while at the same time find ways to ensure they’re meeting their company objectives. But that’s an opportunity, says Helen Huang, principal product manager, security and data privacy at Treasure Data.

“Companies are taking a closer look and reevaluating data collection practices because it’s important to listen to what the consumer base is saying,” Huang says. “These changes are worrisome, but provides an opportunity for all of us to work together to be responsible custodians of first-party customer data and earn their trust.”

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