Both perceived customer demand as well as internal demands for accountability and measurability are driving personalization efforts. This report explores how marketers are using data to optimize omnichannel experiences for consumers, and what consumers think of these personalization efforts.

To deliver an effective customer experience, marketers must first identify their customers and audiences. This report focuses on how marketers identify audience segments and target groups today.

US companies can still be affected by the GDPR if they have EU customers or audiences. News publishers like the Los Angeles Times and Newsday have blocked traffic from the EU rather than risk being fined.

An analysis of CPM data for 126 publishers found that while ad prices dropped in the EU following the GDPR enforcement date of May 25, prices actually moved higher in the US.

A recent survey of marketing executives in the UK and US found that just 8% of respondents plan to decrease the amount of money they invest in marketing technology next year.

The EU's impending regulation, which governs consumer data collection, could spell trouble for marketing tech vendors.

For some marketing tech companies, it makes more sense to pull their business out of Europe and observe how regulators will enforce the new law.

Earlier this week, Apple CEO Tim Cook praised the EU’s General Data Protection Regulation and advocated for stricter privacy laws in the US. Whenever the head of the world’s first $1 trillion company applauds regulation, people take notice. But Cook isn’t the only one in the business world who believes more data laws are coming our way.

Since it became enforceable on May 25, the EU’s General Data Protection Regulation (GDPR) has become a legal headache for marketers, led some publishers to turn off open exchanges and even caused several vendors to pivot their business models.

New data regulations are leading UK internet users to ask tech platforms to remove their personal data.

Since the GDPR became enforceable, the number of third-party cookies found on news websites in Europe declined by 22%, according to Reuters Institute.

As marketers use more digital technology and big data to execute their campaigns, they open up their organizations to increased cybersecurity risk. While some incidents may be unavoidable, they must still take proactive steps to protect against hacks, data leaks and other risky situations.