RAPP'S LAURA ALDRIDGE TALKS WITH MARTECH SERIES ABOUT THE FUTURE OF MARKETING

"With new legislation on the horizon, what does a future with restricted data mean for marketers

Unless you have been under a rock, or not reading your industry press, you will no doubt be aware of California’s attempt to protect its flock with stricter data privacy laws under The CCPA slated for 2020. Others have quickly followed suit with more than fifteen state proposals and a plethora of federal ones that could result in a further complicated patchwork of compliance controls. On top of legislation, consumer unwillingness to share their personal data is also rising. Forrester recently reported that 79% of US online adults are using at least one tool to protect their identity – from VPN’s and fake email addresses to incognito browsers. eMarketer reports 45% have also made an effort to keep their cookies minimal in an effort to block tracking.

As we face an uncertain future, what are the questions we should be asking ourselves? How will the marketing industry need to adapt?"

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