Data ethics on Gartner Hype Cycle

Customer data ethics makes its first appearance on the Gartner Hype Cycle for Digital Marketing, 2020.


"Focusing on customer data ethics doesn’t mean marketers need to stop collecting data or avoid advanced analytics or use of AI. It is best viewed as a progression that starts with merely being compliant, moves to reducing risks and ends up where trust becomes more than a word used in advertising slogans."

Among the 21 marketing technologies on the Hype Cycle, it is one of five technologies that are of high importance to marketing leaders.


Top 5 MarTech trends 2020


  • Data ethics

  • Real-time marketing

  • Artificial intelligence (AI) for marketing

  • Personalization engines

  • Location intelligence




Gartner points to the need to dig deeper than "just" consent regulations:


"Customer trust will grow if marketers talk about customer data ethics and demonstrate, in transparent ways, their commitment to be more than legally compliant."

That is exactly why idfree.com is developed: To gain or regain the consumer's and user's trust in targeting without snooping on their online activities.

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The owner and developer of idfree.com is Global Data Resources. The software is built on Privacy-by-Design, and provides online omnichannel targeting without IDs or cookies. The IDFree tool allow users to create custom audiences, analyze them, and push location data to integration partners like DSPs, SSPs, ad servers, and publishers. IDFree integrates with a growing number of partner platforms to allow activating the same audience on multiple marketing channels and devices.