How Are US Retailers Protecting Their Customer Data While Growing Their Ad Promotions Business?

Darrell Bartholomew (), Stephen Hampton () and Hunter Briegel
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Darrell Bartholomew: Penn State Harrisburg
Stephen Hampton: Penn State Harrisburg
Hunter Briegel: Attorney-at-Law

A chapter in Advances in National Brand and Private Label Marketing, 2023, pp 50-56 from Springer

Abstract: Abstract As retail media networks continue to grow and the data exchanges between consumers and retailers are becoming more prevalent and complex, it becomes necessary to define and describe how retailers are managing their consumer data. We attempt to describe retailers’ walled gardens and how retailers are keeping these data exchanges secure.

Keywords: Retail Media Networks; Walled-Gardens; Clean Rooms; Homomorphic Encryption (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-32894-7_6

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DOI: 10.1007/978-3-031-32894-7_6

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