If advertisers want to succeed in a world that's increasingly driven by permission, they need to change the way they interact with consumers for two key reasons. First, consumers are more and more concerned about how businesses handle their data; a recent Cisco study, for example, found that 86 percent of consumers care about their personal data and want more control over it. Second, government regulations -- including Europe's GDPR, China's PIPL and California's CCPA -- are forcing advertisers' hands. As additional privacy laws continue to work their way through the legislative process, it's safe to say the halcyon days of freely harvesting reams of consumer data are coming to an end. And that's actually a great thing.
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