The future of personalised marketing is predicated on the articulation and delivery of a value exchange that is not only apparent, but also compelling from the consumer’s perspective, according to a new WARC Exclusive.  

Why it matters

Given the ever-expanding patchwork of local and regional data privacy regulation, it’s more important than ever to have a people-centric approach to data and privacy that prioritises choice and respects preference.

What that means in practice

• Preference management will gain momentum as the gold standard of a consumer-centric approach to data privacy.
• Where cookie-banner and privacy policy update emails have...