Why Consumers Are Increasingly Willing to Trade Privacy for Convenience

Amazon and Walmart are testing boundaries

Consumers have long exchanged data for services they find valuable, like email addresses or location for free Wi-Fi and social media profiles for easier site logins, but they are starting to let platforms into their lives like never before, even going so far as to consent to vehicle tracking and access to their homes.

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This story first appeared in the March 12, 2018, issue of Adweek magazine. Click here to subscribe.