In an AI-powered world, marketers need a new data strategy – International Association of Privacy Professionals
The day’s top stories from around the world
Stay on top of the latest AI governance news and developments of the profession.
Original reporting and feature articles on the latest privacy developments
Where the real conversations in privacy happen
Exploring the technology of privacy
A roundup of the top Canadian privacy news
A roundup of the top European data protection news
A roundup of the top privacy news from the Asia-Pacific region
A roundup of the top privacy news from Latin America
A roundup of US privacy news
Talk privacy and network with local members at IAPP KnowledgeNet Chapter meetings, taking place worldwide.
Looking for a new challenge, or need to hire your next privacy pro? The IAPP Job Board is the answer.
Locate and network with fellow privacy professionals using this peer-to-peer directory.
Review a filterable list of conferences, KnowledgeNets, LinkedIn Live broadcasts, networking events, web conferences and more.
Learn how to surround AI with policies and procedures that make the most of its potential by reducing its risks.
Understand Europe’s framework of laws, regulations and policies, most significantly the GDPR.
Steer a course through the interconnected web of federal and state laws governing U.S. data privacy.
Learn the intricacies of Canada’s distinctive federal/provincial/territorial data privacy governance systems.
Develop the skills to design, build and operate a comprehensive data protection program.
Add to your tech knowledge with deep training in privacy-enhancing technologies and how to deploy them.
Introductory training that builds organizations of professionals with working privacy knowledge.
Meet the stringent requirements to earn this American Bar Association-certified designation.
The global standard for the go-to person for privacy laws, regulations and frameworks
The first and only privacy certification for professionals who manage day-to-day operations
As technology professionals take on greater privacy responsibilities, our updated certification is keeping pace with 50% new content covering the latest developments.
Recognizing the advanced knowledge and issue-spotting skills a privacy pro must attain in today’s complex world of data privacy.
The first title to verify you meet stringent requirements for knowledge, skill, proficiency and ethics in privacy law, and one of the ABA’s newest accredited specialties.
COMING SOON: Ensures individuals responsible for AI systems can reduce the risks associated with this technology.
Mostre seus conhecimentos na gestão do programa de privacidade e na legislação brasileira sobre privacidade.
Certification des compétences du DPO fondée sur la législation et règlementation française et européenne, agréée par la CNIL.
This tool identifies global data protection authorities and privacy legislation.
The IAPP’s US State Privacy Legislation Tracker consists of proposed and enacted comprehensive state privacy bills from across the U.S.
Access all reports and surveys published by the IAPP.
This report shines a light on the location, performance and significance of privacy governance within organizations.
This year’s Privacy Risk Study represents the most comprehensive study of privacy risk undertaken by the IAPP in collaboration with KPMG.
On this topic page, you can find the IAPP’s collection of coverage, analysis and resources covering AI connections to the privacy space.
IAPP members can get up-to-date information here on the California Consumer Privacy Act and the California Privacy Rights Act.
The IAPP’s EU General Data Protection Regulation page collects the guidance, analysis, tools and resources you need to make sure you’re meeting your obligations.
Explore the full range of U.K. data protection issues, from global policy to daily operational details.
Expand your network and expertise at the world’s top privacy event featuring A-list keynotes and high-profile experts.
A new event in Brussels for business leaders, tech and privacy pros who work with AI to learn about practical AI governance, accountability, the EU AI Act and more.
Leaders from across the Canadian privacy field deliver insights, discuss trends, offer predictions and share best practices.
Hear top experts discuss global privacy issues and regulations affecting business across Asia.
P.S.R. focuses on the intersection of privacy and technology. The call for proposals to speak at the 2024 event is open. Submit your ideas today.
Europe’s top experts offer pragmatic insights into the evolving landscape and share knowledge on best practices for your data protection operation.
Gain exclusive insights about how privacy affects business in Australia and Aotearoa New Zealand.
View our open calls and submission instructions.
Increase visibility for your organization — check out sponsorship opportunities today.
Start taking advantage of the many IAPP member benefits today
See our list of high-profile corporate members—and find out why you should become one, too
Don’t miss out for a minute—continue accessing your benefits
Consumer data is the lifeblood of modern marketing — but in a world powered by artificial intelligence, leveraging data effectively while avoiding costly slip ups has never been more challenging.
Today’s marketers deal with consumers who know the value of their data, and expect to be treated with respect by the brands they permit to use it. They also have to navigate a fast changing regulatory landscape patrolled by muscular privacy enforcers.
Simultaneously, marketers have to adapt to an industry-wide pivot away from third-party data. The days of simply hoovering up crumbs of data left behind as consumers browse the web are long gone. In the post-cookie era, most marketing efforts — including and especially those enabled by AI — will be powered by high quality first-party data, collected directly from consumers, and zero-party data, actively volunteered by consumers.
With AI adoption happening at warp speed, and democratized access to AI driving up the risk of data leakage, marketers need to solve for all these issues quickly and effectively to build and sustain competitive advantage. To achieve this, they need a new tech stack capable of driving success across three key areas:
When collecting zero-party and first-party data, the goal shouldn’t just be to harvest as much data as possible from each customer interaction, but to obtain clear permission to use that data. Doing so is not only the key to regulatory compliance, but also to winning the trust of customers and ensuring they keep sharing their data over time.
To enable this, organizations need powerful consent management platforms capable of providing meaningful transparency, collecting clear consent anchored in the purposes for which data will be used, and reflecting permitted uses across the entire data ecosystem. The last point is crucial: consent signals need to follow data seamlessly as it flows through your organization, with robust governance to ensure it is never improperly used, including in AI models.
In an era of global privacy regulation, such consent management tools also need to adapt to the requirements of different jurisdictions, applying opt-in and opt-out requirements correctly based on customer location. The goal should always be to diligently defend consumers’ data rights while also maximizing the value generated from properly permissioned data.
The slow death of third-party data complicates collaboration between organizations. To manage data responsibly, marketers will need new clean-room infrastructure where they can safely share first-party and zero-party data — for conventional analytics, but also for new applications such as machine learning — without compromising consumer privacy.
Imagine if Kroger and Kellogg’s want to share data about who is buying breakfast cereal. They can’t simply share the raw data, but using clean-room infrastructure they can use aggregated and privacy-safe data and insights to sculpt new AI tools — all without ever directly touching the data itself.
Such approaches allow marketers to increase the volume of data they can access or, more accurately, to maximize the volume of data-driven insights they can leverage. Instead of only using data collected in house, marketers can turn clean rooms into a force-multiplier. Instead of poor quality data from cookies and third-party sources, marketers will be able to safely access more targeted, higher quality data sources to drive value for their brands.
From clean-room collaborations to AI-generated ad campaigns and from conventional customer data platforms to cloud data warehouses and composable CDPs, permissioned data will need to be operationalized across the entirety of an increasingly complex data ecosystem. Permission will need to be not just collected but reliably activated to ensure all marketing interactions are driven by responsibly managed data.
To enable that, we’ll see new permissioning tools becoming widespread. Browser signals, managed via the Global Privacy Control system or browser extensions such as Consent-O-Matic, will empower consumers to use set-and-forget privacy capabilities. Privacy vaults and tools like IAB Tech Lab’s Global Privacy Platform protocol will also become increasingly widely used.
For brands, this turns permissioning into a many-to-many problem: marketers will need to find ways to reconcile all the different ways in which people give or revoke consent, then map those signals back out to multiple consumer touchpoints including computers, mobile devices, smart TVs and in-store interactions. In the AI context, businesses need controls to prevent the leakage of sensitive data, and systems to extend privacy controls such as opt-outs and deletion requests to their AI models.
It isn’t enough to have good intentions when rising to these interconnected challenges. Marketers need to commit to building out a tech stack that firmly anchors their use of first-party and zero-party data in the principles of data dignity and responsible data management.
A technological solution is vital because the data ecosystem itself is constantly evolving. Quandaries such as algorithmic bias or ethical AI are just the tip of the iceberg. In a world of breakneck innovation, we can’t know precisely what new challenges tomorrow will bring, or count on the ability to engineer new solutions fast enough to cope.
Regulators implicitly acknowledge this fact by shifting focus to broadly applicable principles of fairness, rather than rigid rules that define how new technologies can or can’t be used. In the AI era, in fact, regulatory compliance will no longer be enough. To satisfy both regulators and consumers, and secure lasting access to high-quality data, marketers need to aim higher and proactively build privacy infrastructure that both embodies and enforces the ideals of respect, transparency and consumer agency at every point along the value chain.
How can marketers achieve that? The truth is companies don’t need to have all the answers today — they just need to commit to the journey.
If marketers make a good-faith effort to build responsible data infrastructure, and are upfront with consumers about the challenges they foresee and the solutions they are developing, they’ll be recognized as advocates and allies. Consumers will more confidently entrust such brands with their data, and marketers will be able to leverage that data more effectively to drive enduring value for their brands.
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The IAPP is the largest and most comprehensive global information privacy community and resource. Founded in 2000, the IAPP is a not-for-profit organization that helps define, promote and improve the privacy profession globally.
The IAPP is the only place you’ll find a comprehensive body of resources, knowledge and experts to help you navigate the complex landscape of today’s data-driven world. We offer individual, corporate and group memberships, and all members have access to an extensive array of benefits.
© 2024 International Association of Privacy Professionals.
All rights reserved.
Pease International Tradeport, 75 Rochester Ave.
Portsmouth, NH 03801 USA • +1 603.427.9200
This article was autogenerated from a news feed from CDO TIMES selected high quality news and research sources. There was no editorial review conducted beyond that by CDO TIMES staff. Need help with any of the topics in our articles? Schedule your free CDO TIMES Tech Navigator call today to stay ahead of the curve and gain insider advantages to propel your business!
Stay on top of the latest AI governance news and developments of the profession.
Original reporting and feature articles on the latest privacy developments
Where the real conversations in privacy happen
Exploring the technology of privacy
A roundup of the top Canadian privacy news
A roundup of the top European data protection news
A roundup of the top privacy news from the Asia-Pacific region
A roundup of the top privacy news from Latin America
A roundup of US privacy news
Talk privacy and network with local members at IAPP KnowledgeNet Chapter meetings, taking place worldwide.
Looking for a new challenge, or need to hire your next privacy pro? The IAPP Job Board is the answer.
Locate and network with fellow privacy professionals using this peer-to-peer directory.
Review a filterable list of conferences, KnowledgeNets, LinkedIn Live broadcasts, networking events, web conferences and more.
Learn how to surround AI with policies and procedures that make the most of its potential by reducing its risks.
Understand Europe’s framework of laws, regulations and policies, most significantly the GDPR.
Steer a course through the interconnected web of federal and state laws governing U.S. data privacy.
Learn the intricacies of Canada’s distinctive federal/provincial/territorial data privacy governance systems.
Develop the skills to design, build and operate a comprehensive data protection program.
Add to your tech knowledge with deep training in privacy-enhancing technologies and how to deploy them.
Introductory training that builds organizations of professionals with working privacy knowledge.
Meet the stringent requirements to earn this American Bar Association-certified designation.
The global standard for the go-to person for privacy laws, regulations and frameworks
The first and only privacy certification for professionals who manage day-to-day operations
As technology professionals take on greater privacy responsibilities, our updated certification is keeping pace with 50% new content covering the latest developments.
Recognizing the advanced knowledge and issue-spotting skills a privacy pro must attain in today’s complex world of data privacy.
The first title to verify you meet stringent requirements for knowledge, skill, proficiency and ethics in privacy law, and one of the ABA’s newest accredited specialties.
COMING SOON: Ensures individuals responsible for AI systems can reduce the risks associated with this technology.
Mostre seus conhecimentos na gestão do programa de privacidade e na legislação brasileira sobre privacidade.
Certification des compétences du DPO fondée sur la législation et règlementation française et européenne, agréée par la CNIL.
This tool identifies global data protection authorities and privacy legislation.
The IAPP’s US State Privacy Legislation Tracker consists of proposed and enacted comprehensive state privacy bills from across the U.S.
Access all reports and surveys published by the IAPP.
This report shines a light on the location, performance and significance of privacy governance within organizations.
This year’s Privacy Risk Study represents the most comprehensive study of privacy risk undertaken by the IAPP in collaboration with KPMG.
On this topic page, you can find the IAPP’s collection of coverage, analysis and resources covering AI connections to the privacy space.
IAPP members can get up-to-date information here on the California Consumer Privacy Act and the California Privacy Rights Act.
The IAPP’s EU General Data Protection Regulation page collects the guidance, analysis, tools and resources you need to make sure you’re meeting your obligations.
Explore the full range of U.K. data protection issues, from global policy to daily operational details.
Expand your network and expertise at the world’s top privacy event featuring A-list keynotes and high-profile experts.
A new event in Brussels for business leaders, tech and privacy pros who work with AI to learn about practical AI governance, accountability, the EU AI Act and more.
Leaders from across the Canadian privacy field deliver insights, discuss trends, offer predictions and share best practices.
Hear top experts discuss global privacy issues and regulations affecting business across Asia.
P.S.R. focuses on the intersection of privacy and technology. The call for proposals to speak at the 2024 event is open. Submit your ideas today.
Europe’s top experts offer pragmatic insights into the evolving landscape and share knowledge on best practices for your data protection operation.
Gain exclusive insights about how privacy affects business in Australia and Aotearoa New Zealand.
View our open calls and submission instructions.
Increase visibility for your organization — check out sponsorship opportunities today.
Start taking advantage of the many IAPP member benefits today
See our list of high-profile corporate members—and find out why you should become one, too
Don’t miss out for a minute—continue accessing your benefits
Consumer data is the lifeblood of modern marketing — but in a world powered by artificial intelligence, leveraging data effectively while avoiding costly slip ups has never been more challenging.
Today’s marketers deal with consumers who know the value of their data, and expect to be treated with respect by the brands they permit to use it. They also have to navigate a fast changing regulatory landscape patrolled by muscular privacy enforcers.
Simultaneously, marketers have to adapt to an industry-wide pivot away from third-party data. The days of simply hoovering up crumbs of data left behind as consumers browse the web are long gone. In the post-cookie era, most marketing efforts — including and especially those enabled by AI — will be powered by high quality first-party data, collected directly from consumers, and zero-party data, actively volunteered by consumers.
With AI adoption happening at warp speed, and democratized access to AI driving up the risk of data leakage, marketers need to solve for all these issues quickly and effectively to build and sustain competitive advantage. To achieve this, they need a new tech stack capable of driving success across three key areas:
When collecting zero-party and first-party data, the goal shouldn’t just be to harvest as much data as possible from each customer interaction, but to obtain clear permission to use that data. Doing so is not only the key to regulatory compliance, but also to winning the trust of customers and ensuring they keep sharing their data over time.
To enable this, organizations need powerful consent management platforms capable of providing meaningful transparency, collecting clear consent anchored in the purposes for which data will be used, and reflecting permitted uses across the entire data ecosystem. The last point is crucial: consent signals need to follow data seamlessly as it flows through your organization, with robust governance to ensure it is never improperly used, including in AI models.
In an era of global privacy regulation, such consent management tools also need to adapt to the requirements of different jurisdictions, applying opt-in and opt-out requirements correctly based on customer location. The goal should always be to diligently defend consumers’ data rights while also maximizing the value generated from properly permissioned data.
The slow death of third-party data complicates collaboration between organizations. To manage data responsibly, marketers will need new clean-room infrastructure where they can safely share first-party and zero-party data — for conventional analytics, but also for new applications such as machine learning — without compromising consumer privacy.
Imagine if Kroger and Kellogg’s want to share data about who is buying breakfast cereal. They can’t simply share the raw data, but using clean-room infrastructure they can use aggregated and privacy-safe data and insights to sculpt new AI tools — all without ever directly touching the data itself.
Such approaches allow marketers to increase the volume of data they can access or, more accurately, to maximize the volume of data-driven insights they can leverage. Instead of only using data collected in house, marketers can turn clean rooms into a force-multiplier. Instead of poor quality data from cookies and third-party sources, marketers will be able to safely access more targeted, higher quality data sources to drive value for their brands.
From clean-room collaborations to AI-generated ad campaigns and from conventional customer data platforms to cloud data warehouses and composable CDPs, permissioned data will need to be operationalized across the entirety of an increasingly complex data ecosystem. Permission will need to be not just collected but reliably activated to ensure all marketing interactions are driven by responsibly managed data.
To enable that, we’ll see new permissioning tools becoming widespread. Browser signals, managed via the Global Privacy Control system or browser extensions such as Consent-O-Matic, will empower consumers to use set-and-forget privacy capabilities. Privacy vaults and tools like IAB Tech Lab’s Global Privacy Platform protocol will also become increasingly widely used.
For brands, this turns permissioning into a many-to-many problem: marketers will need to find ways to reconcile all the different ways in which people give or revoke consent, then map those signals back out to multiple consumer touchpoints including computers, mobile devices, smart TVs and in-store interactions. In the AI context, businesses need controls to prevent the leakage of sensitive data, and systems to extend privacy controls such as opt-outs and deletion requests to their AI models.
It isn’t enough to have good intentions when rising to these interconnected challenges. Marketers need to commit to building out a tech stack that firmly anchors their use of first-party and zero-party data in the principles of data dignity and responsible data management.
A technological solution is vital because the data ecosystem itself is constantly evolving. Quandaries such as algorithmic bias or ethical AI are just the tip of the iceberg. In a world of breakneck innovation, we can’t know precisely what new challenges tomorrow will bring, or count on the ability to engineer new solutions fast enough to cope.
Regulators implicitly acknowledge this fact by shifting focus to broadly applicable principles of fairness, rather than rigid rules that define how new technologies can or can’t be used. In the AI era, in fact, regulatory compliance will no longer be enough. To satisfy both regulators and consumers, and secure lasting access to high-quality data, marketers need to aim higher and proactively build privacy infrastructure that both embodies and enforces the ideals of respect, transparency and consumer agency at every point along the value chain.
How can marketers achieve that? The truth is companies don’t need to have all the answers today — they just need to commit to the journey.
If marketers make a good-faith effort to build responsible data infrastructure, and are upfront with consumers about the challenges they foresee and the solutions they are developing, they’ll be recognized as advocates and allies. Consumers will more confidently entrust such brands with their data, and marketers will be able to leverage that data more effectively to drive enduring value for their brands.
Submit for CPEs
If you want to comment on this post, you need to login.
The IAPP is the largest and most comprehensive global information privacy community and resource. Founded in 2000, the IAPP is a not-for-profit organization that helps define, promote and improve the privacy profession globally.
The IAPP is the only place you’ll find a comprehensive body of resources, knowledge and experts to help you navigate the complex landscape of today’s data-driven world. We offer individual, corporate and group memberships, and all members have access to an extensive array of benefits.
© 2024 International Association of Privacy Professionals.
All rights reserved.
Pease International Tradeport, 75 Rochester Ave.
Portsmouth, NH 03801 USA • +1 603.427.9200
This article was autogenerated from a news feed from CDO TIMES selected high quality news and research sources. There was no editorial review conducted beyond that by CDO TIMES staff. Need help with any of the topics in our articles? Schedule your free CDO TIMES Tech Navigator call today to stay ahead of the curve and gain insider advantages to propel your business!
