Data privacy: The value exchange in data

This article argues that advertisers need to be more transparent about how they collect and use personal data, and make sure people benefit from it.

Data privacy: The value exchange in data

Claire Spencer and Tony MattsonMarketing Sciences and UM

The advertising industry is facing a dichotomy: people's need for privacy, together with their desire for relevant communications. So do we use the power of data to manipulate for commercial gain or act responsibly to add value to people's lives?

In The Philosopher and the Wolf, Mark Rowlands paints a fascinating portrait of the differences between ape and wolf. "Apes," he writes, "are more intelligent than wolves because, ultimately, they are better schemers and deceivers than wolves." The king of the apes,...

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