TrustArc's Abernethy: Privacy a key in marketer, consumer relationship

In a report for MarTech Advisor, TrustArc Senior Counsel Darren Abernethy, CIPP/A, CIPP/C, CIPP/E, CIPP/G, CIPP/US, CIPM, CIPT, FIP, PLS, discusses how marketers need to adjust to the “privacy-first era” in order to foster trust with their consumers. “More companies than ever have set up marketing and privacy programs oriented around a set of controls or internal standards such that, whatever the law, it’s a matter of minor program adjustment rather than overhaul for the ‘next big thing.'” Abernethy writes. “This requires the right combination of people, process and technology.” Abernethy goes on to address ways to build and improve trust, including making privacy a company culture and scalable process, as well as the use of both informed consent and good communication.
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