Walking the Personalization-Data Privacy Tightrope

According to new research from our Q1 2025 Consumer Pulse Survey, US consumers increasingly expect personalized online experiences — even as they grow more protective of and concerned about their personal data security.

Therefore, to successfully satisfy modern connected consumers’ seemingly contradictory demands, today’s marketers face a delicate balancing act: deliver relevant, meaningful interactions all while keeping privacy at the forefront. Our latest infographic — Walking the Personalization-Data Privacy Tightrope — provides insights into the shifting attitudes of media audiences and how identifying and implementing the right strategy can help.