Marketers Navigating Trust and Privacy Issues
BEHAVIORAL TARGETINGApril 27, 2010
"Trust is the currency of effective advertising, and yet it's so curiously evasive and increasingly murky," Pete Blackshaw writes in an Advertising Age feature that suggests addressing privacy is among the key components to establishing and maintaining credibility. "At the heart of the privacy debate is apprehension that marketers will abuse personally identifiable data or the targeting opportunities of behavioral advertising," he writes. However, Blackshaw points out that many consumers volunteer personal information via social networks that would not have been shared publicly in the past, suggesting such changes require "a new dialogue and a new wave of thinking about how we nurture trust and the credibility of our conversations, platforms and models."