Have you noticed how much better consumers feel about their privacy since the industry-backed Digital Advertising Alliance launched its YourAdChoices Tool in 2021? Me neither. But it’s a good thing for the industry to point to, so the DAA is now testing an expansion that lets individuals opt out of ads based on a hashed phone number as well as a hashed email. Compliance is voluntary, of course.

It’s all surveys today, Dear Reader.  Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests.  Sadly, 33% feel their needs are unmet by current brand messages.  Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%.  Content is last at 61%.