"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research.
Over the past few weeks, I began conducting research for my upcoming report, “Defining PII,” a title that is proving overly simplistic, perhaps, as PII (or personally identifiable information) is a complex and unwieldy concept, for the definition of PII is ever-evolving in the face of new technologies and consumer data streams.
It’s impossible to research PII without immersing oneself completely in the study of “privacy.” Even more evolutionary and contextually dependent is the idea of privacy, that which gives us control over what information we share and with whom we share it. And in today’s world of uber-connectivity, privacy has never been more important.
I spoke to a privacy product manager at a large technology company who viewed privacy not only as a competitive advantage, but as the competitive advantage for marketers.“ He said:
“The companies that win in the long term will be the ones that consumers trust the most with their personal information, and as privacy is the basis of trust, determining what privacy means to consumers and adhering to that in all practices, products, and communications is of tantamount importance.”