For companies that want to keep their customers' trust, regulation can be a far less powerful tool than the voice of the customer. Changes to privacy policies, for example, often earn more ire from users than they do from regulators.
Rich said companies who want to maintain consumer trust should implement privacy by design, transparency and sound data security and disposal.
The same standards apply to advertising technology companies of which most consumers have never heard. Rich noted Acxiom’s consumer-facing website aboutthedata.com, which allows consumers to view the targeting segments associated with them, as a decent start. But those solutions need to keep pace with new technologies that emerge, like device fingerprinting, cross-device tracking and personal identifiers..
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