The ANA’s (Association of National Advertisers) recent article: Taking the Creep Factor Out of Online Ads provides a great overview of how marketers need to tread carefully with the changing privacy landscape. And, marketers need to adopt a first-party data strategy to deliver better engagement results as well as guarantee full compliance with GDPR and new privacy laws on the horizon such as the California Consumer Privacy Act. Freckle’s new app, Killi allows consumers to opt-in to share their personal data and receive payment each time a brand purchases that information.
“CEO and founder Neil Sweeney predicts that, as more consumers participate, much like the inexorable increase in the number of Uber drivers, ‘you will start to see a network effect that will change the market.'”