Today advertisers face significant and rapidly evolving changes in their market environment. Advertisers need to address new customer needs and expectations while at the same time aligning the digital touchpoints according to new privacy regulations and technical developments.
User expectations are rising as the public demands more transparency, choice and control over how personal online data is used. At the same time, users’ trust in digital marketing players is declining. Users have been used to a free and open web but are increasingly concerned by the way digital marketers and publishers have come to treat personal data. Users are often unsure of how their data is being used, and hence have become more prone to deploy ad blockers, browse in the private mode or avoid publishers whose data practices are unclear.
