BlueSky Thinking Summary

It covers the evolution and upcoming changes in digital data privacy, as it discloses how technologies that allow marketers to track consumers across websites, especially cookies, have greatly enabled marketers to collect minute information about consumers.

Guy Aridor of Kellogg School, a marketing professor, takes one through the progress from the development of the tracking mechanisms to the rising regulatory responses and their implications.

The new regulations include the European Union's GDPR, which would give users more transparency and control over their data.

Meanwhile, companies like Apple and Google update their policies related to user data to make them more privacy-friendly.

This could further jeopardize targeting abilities for advertisers, raising customer acquisition costs for too many businesses, mainly smaller ones.

These shifts do put into meaning a near future where consumers' privacy is better protected by default.

This can also further consolidate market power among tech giants like Google.

A changing landscape that brings better privacy but new challenges for digital marketers: how is your business going to adapt in a tightened privacy policy environment?