Individual Targeting and Privacy

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar ()
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Sascha Stürze: Analyx GmbH
Markus Hoyer: Analyx GmbH
Claudio Righetti: Analyx GmbH
Matthias Rasztar: Dr. August Oetker Nahrungsmittel KG

Chapter 8 in Agile Marketing Performance Management, 2022, pp 67-79 from Springer

Abstract: Abstract Increasing investments into digital marketing channels as well as multi-touch attribution are harbingers of a marketing reality tailored to individuals, consisting of individual targeting and an individual tracking of consumer responses. In this chapter, we will look more specifically at the opportunities, risks, and more recent limitations of these possibilities due to legal requirements and recent market dynamics.

Date: 2022
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DOI: 10.1007/978-3-658-38053-3_8

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