By Fred Joseph

For marketers, the idea of being able to cultivate data about consumers has obvious appeal. On the consumer side, it doesn’t seem like such a great idea. In fact, there’s a word often evoked related to such data collection and targeting.

Creepy.

A few years ago, consumers used the term to describe desktop-based retargeting ads that used data from cookies. In the mobile era, the sentiment is now being attributed to cross-device tracking. The Daily Beast, for instance, recently discussed cross-device under the heading of “Scary New Ways the Internet Profiles You.”

Whether consumers are scared or merely annoyed, many have embraced Read full story ›

Source: The Drum