Ok, blockchain marketplaces for consumers to sell their souls personal data are officially a thing. The latest is from Wibson, which will launch it at the Mobile World Congress in Barcelona next week. We’ve previously see similar offerings from Thrive, Dabble, and IOTA.
Or would marketers rather buy personal data the old fashioned way, from aggregators? Consumer media delivery company Valassis has added Valassis Remarketing Activation to its arsenal. It uses IP address and device IDs to identify anonymous Web site visitors, appends data about them from its files, and delivers personalized messages via email and direct mail.
Do consumers want marketers to have their data? One hint is that 41% in a RSA survey said they’ve given false information when filling out online forms. The most common reason was to avoid unsolicited communications. Consumers also take direct action: 54% said they avoid buying from companies known to mishandle consumer data and 50% are more likely to shop with companies that take data protection seriously. Just 11% said they never give any thought to companies’ reputations for data protection.
The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.