BARCELONA, Spain—Marketers have grappled with privacy regulations for years, but the rise of younger generations who are accustomed to receiving targeted digital ads may finally be changing the game for retail brands.
Speaking during a panel titled "Retail: Convergence of digital and physical," Nick Jones, evp of innovation and growth at Leo Burnett's Arc Worldwide retail practice, said millennials and Gen-Z are warming to technologies like NFC (near field communication) and mobile payments that deliver personalized content such as coupons or videos.
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