In the absence of regular outreach to consumers for feedback on cybersecurity practices, there is often a disconnect between what the company is doing and what the consumer thinks is happening. Since cybersecurity has historically been siloed within the IT department, there’s often a similar disconnect within a company among departments. It’s important to shrink these gaps in understanding as threats grow.
Marketers are adjusting both their privacy communications and their data handling practices. Companies used to include information on privacy actions in their environmental, social, and governance reporting as a bare minimum. But many are now doing more than that. Some are making privacy the center of entire advertising campaigns. At the same time, some are implementing customer data protection practices that can include the use of data relationship management programs and data clean rooms.
The ongoing shift to first-party data will lead to new security problems. As companies end their use of third-party identifiers, data clean rooms are becoming a popular way to fully leverage first-party data by combining it with data from outside sources. Data clean rooms are online platforms where companies can share data with advertisers in a safe manner without violating privacy practices.
In theory, these clean rooms don’t expose any sensitive consumer data, but in practice, the involvement of more players and locations creates more security risks. As a result, companies should strive for consistent, well-aligned security practices and privacy standards.
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