“First, there needs to be a bigger emphasis on security for user data – as a good business practice and for regulation purposes,” says Zora Senat, VP of Partnerships at Infutor Data Solutions.
“When organizations focus more heavily on the collection of first-party data, the result is more data to protect. The latest consumer data privacy laws in Virginia, California, the EU and elsewhere make it essential that user data is well protected.”
- Second – Brush up on consumer disclosures and privacy rights
- Third – Understand the rules and requirements around first-party data linkage – especially since new privacy laws are creating restrictions about linking certain kinds of data without consent.
- Fourth – Actively test new ID resolution solutions
- Fifth – Understand the true value of consent – brands need to assess new incentives so users will voluntarily share more of their data but also ensure these “data for benefits” approaches are cleared with privacy law experts.