Consumers Are Coming for Their Data, and Some Companies Are Giving Them Control

Letting users decide how their information is used and monetized

Consumers are increasingly looking for new ways to control how companies can use their data. Getty Images

Ask any marketer about data and watch how fast they salivate. However marketers collect data—either directly from consumers or purchased through data miners—the advertising industry just can’t get enough of those bits of bytes. Otherwise, how would they sell their wares?

This story first appeared in the November 26, 2018, issue of Adweek magazine. Click here to subscribe.
@kelseymsutton kelsey.sutton@adweek.com Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.