This report is designed to help you with creating a strong personalisation strategy in 2025 and beyond. We surveyed consumers about their likes and dislikes when it comes to personalisation and what they want from retailers in the future. We also carried out some retailer-led research to reveal their biggest challenges with implementing personalisation and their current approaches.

Customers are more anxious than ever. Keeping personal information secure is a growing source of concern amidst constant news of data breaches, AI mishandling of sensitive information, and the relentless digital scams that affront us. For years privacy concerns were the responsibility of the customer to manage, but as every organization expands their reach into more dynamic digital marketing and CX, customers can’t be expected to shoulder it all. Failing to give digital security the appropriate resources and consideration is the fastest way to lose customer trust, and when customer trust is lost to security failures, it’s almost impossible to win back.

Many expected 2024 to mark the end of third-party cookies, but the timeline shifted when Google sunset its Privacy Sandbox initiative without a definitive alternative in place. Advertisers continue to rely on cookies for targeting across the open web. This reliance, paired with an increasingly fragmented ecosystem, has made it harder than ever to connect with audiences effectively. 

So we dug into the data. We wanted to know, for companies still relying on cookies, how effective is their targeting strategy? Read our E-Book to answer the questions you want to know:

Stay on top of the latest news and updates when it comes to consumer data privacy legislation in the US and abroad. Recent studies reiterate the critical importance of data protection in maintaining consumer trust. According to PwC’s 2024 Voice of the Consumer Survey, 83% of respondents consider data protection a top priority influencing their trust in brands. Additionally, Cisco’s 2024 Consumer Privacy Survey revealed that 67% of consumers have reviewed or updated their privacy settings on various apps and platforms in the past year, reflecting growing awareness and concern over data privacy. The CMSWire State of Digital Customer Experience 2024 report finds that with generative AI, organizations consider the data privacy (58%) to be the top risk ahead of cybersecurity problems (49%), protecting intellectual property (48%) and the related risk around copyright issues (plagiarism at 41%).

Litmus is a proud industry leader, trusted by 700,000 marketing professionals including 80% of the Fortune 100. In order to help email marketers better understand the marketing landscape, we surveyed 1,000 U.S. consumers about their email preferences and summarized some of the key findings below.

Email quantity

67% of consumers say they receive too many daily emails.

81% of Baby Boomers say they receive too many emails.

In a realm as rapidly evolving as data privacy, security, and governance, Exterro’s bi-weekly data privacy alerts give professionals the information they need to ensure their organizations prepare for and remain compliant with the expectations of both regulators and increasingly aware consumers. In this whitepaper, we’ve selected some of the most important and most popular data privacy alerts from 2024, covering topics from regulatory efforts to govern the rise of generative AI technology to increasing pressure on organizations collecting, holding, and processing consumer data from state and federal regulators in the US.

Thanks to the internet, our world is more connected online than ever. As a result, minors and adults are increasingly demanding safeguards to ensure their digital experiences remain age-appropriate. Regulators have also taken note, and have passed numerous regulations related to age verification across industries and geographies.

This means that now more than ever, organizations have more compliance considerations when it comes to designing, implementing, and managing age verification experiences. From staying ahead of privacy regulations, to optimizing user experiences and meeting business objectives, trying to balance the needs of so many stakeholders can make anyone’s head spin! (To get strategies for solving age verification’s challenges, check out our ebook.)

Third-party cookies are here to stay on Chrome — but identifiers for iOS, Safari, and potentially Android are not. While this is a temporary relief for some, consumer behavior and privacy expectations have already shifted permanently. 

Our comprehensive “Addressability & Performance Best Practices Study” offers timely analysis on the current state of identity, what to expect in the next 6-18 months, and identifies critical gaps during this transitional period.