Rachel Serpa describes an interesting Catch-22 situation: “According to a recent consumer survey, data privacy concern is at an all-time high, with 92% of US internet users worrying about their online privacy (TRUSTe). At the same time, 73% of US consumers prefer to buy from brands that use their information to deliver more relevant shopping experiences (Accenture).”
The solutions according to Serpa:
– First party permission
– Progressive profiling
– Consumer identity management

Link found by @photolifeofq