The topics of marketing technology, data security and privacy are increasingly interconnected. As more organizations rely on marketing technology to provide granular audience targeting, richer analytics and improved online conversions, a greater degree of information—and trust—is necessary from consumers. But that doesn’t mean consumers are handing over such information willingly, or without significant reservations.
As many consumer surveys reveal, US internet users are often skeptical of who they trust with the personal data relied upon by marketers, worrying that such information is easily stolen by hackers and cyber-criminals.
