Did you like MarTechs (Marketing Technologies)? You’ll love CustTechs (Customer Technologies)!
How technologies designed for customers and regulatory frameworks, such as GDPR and the Privacy Act, are giving control of the relationship back to brand and media users.
Concerns about the use of personal data.
Programmatic, 2nd Party Cookies, Data Collaboration, Privacy, Consent Management, 1st Party ID, Retail Media… MarTech has reached a level of complexity that is hard to follow due to the multiplicity of players and technologies. This complexity exposes brands and publishers to regulators and consumers who are increasingly concerned about the use of their data.
81% are worried about the use of their data (source).
Your data is massively shared with the “partners” of the site you visit!
Why does a user located 3km from the trusted brand they visit see their personal data travel around the globe 20 times and shared in a single click with over 800 companies?
Regulators, through GDPR, the Privacy Act, and new measures like the announced end of third-party cookies, are questioning stakeholders with the goal of greater respect for privacy, informed user consent, and explicit purposes.
The solution: Customer Technologies (CustTech):
Ad blockers, private browsing, ID anonymization, and other Customer Techs help protect our personal data.
How can we bring back common sense, simplicity, performance, ethics, and sustainability in a direct relationship between a consumer and a brand?
Rick Levine said as early as the 2000s in the Cluetrain Manifesto, “The end of business as usual: Markets are conversations.”
In 2024, we can say: “markets are private conversations” between customers (the king), brands (the queen), via Customer Tech (their kingdom).
What if secure, ethical, responsible, and explicitly consented AI conversational experiences became the new normal?
ConsentPlace is a Customer Technology.
Explicit Consents, That’s Us!
Why is it important?
It’s the foundation of Customer Technology: They represent a direct, ethical, and transparent relationship between the user and the brand.
As a user:
You define and control your consent with your name and email, as well as your interests, to get what matters most to you and set the desired reward for a brand to rent your data for 60 days. When a brand selects you, you give your explicit consent for a direct, ethical, and transparent connection with the brand.
The brand commits to complying with all data protection laws. When they contact you, you know who they are. No surprises. Nothing hidden or stolen. You are in control.
As a brand:
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” – Warren Buffett
and “Every interaction, in any form, is branding.” – Seth Godin
These two famous quotes raise the following questions:
- Why take the risk of using personal data without explicit consent?
- Why resort to risky methods for brand safety like “implicit consents” (which are NOT explicit, see the paragraph below), second-party cookies (read the previous post), or any other data exchange?
We are preparing a new version of ConsentPlace!
… an even more assertive Customer Technology, based on direct conversation!
Would you like to be a beta tester?
Got Questions? Let us know!