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The business of trust
In an age where privacy fuels profit and surveillance sells status, trust is no longer a soft metric — it’s the backbone of brand value, marketing performance, and ethical innovation.
What is privacy? Rights, needs, and strategic choices
Privacy shapes how we’re seen, how we trust, and how we grow. In an era of algorithmic noise and eroding trust, this article reimagines privacy as a human need — and a powerful strategy for marketers ready to build with care.
Welcome to the era of Privacy-Led Marketing
Editorial columns
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Privacy-Led Marketing isn’t a compliance checkbox — it’s a brand differentiator Jul 30, 2025
Privacy-Led Marketing is reshaping how brands connect and grow. Our 2025 study reveals consumers want transparency, accountability, and control. Trust is now brands’ most valuable currency, shifting privacy from compliance checkbox to a competitive advantage.
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Third-party cookies may linger, but people and privacy aren’t waiting around Aug 1, 2025
The future is privacy-led, whether or not Google got the message. The company’s plans to phase out third-party cookies in the Chrome browser were late to the party when they were announced, and were repeatedly delayed. By the time Google cancelled the phaseout all together, businesses, marketers, and privacy regulation were embracing a privacy-first future.
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Trust me, I’m a marketer Jul 30, 2025
We look at the complicated business of trust. Current attitudes, how trust is not a single idea, and how businesses currently measure it. Plus, what trust means in a privacy and data protection context and some ideas about how to look at trust from a strategic business point of view.
TV show
Are you measuring what actually matters? | The Privacy-Led Marketing Show
· just now
Brand Trust in the Age of Eavesdropping | The Privacy-Led Marketing Show
· 1 month ago
How should AI agents fit into your business? | The Privacy-Led Marketing Show
· 1 month ago
How AI, CTV & Virtual Influencers Are Reshaping Marketing | The Privacy-Led Marketing Show
· 2 months ago
Are you measuring what actually matters? | The Privacy-Led Marketing Show
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just now
Most Popular
Newsreel
EFF legal intern Noam Shemtov was the principal author of this post. When police have a warrant to search a phone, should they be able to see everything on the phone—from family photos to communications with your doctor to everywhere you’ve been since you first started using the phone—in other words, data that is in…
In a victory for transparency, the government contractor Pen-Link agreed to disclose the prices and descriptions of surveillance products that it sold to a local California Sheriff’s office. The settlement ends a months-long California public records lawsuit with the Electronic Frontier Foundation and the San Joaquin County Sheriff’s Office. The settlement provides further proof that…
The Ninth Circuit upheld an important limitation on Digital Millenium Copyright Act (DMCA) subpoenas that other federal courts have recognized for more than two decades. The DMCA, a misguided anti-piracy law passed in the late nineties, created a bevy of powerful tools, ostensibly to help copyright holders fight online infringement. Unfortunately, the DMCA’s powerful protections…
If you’ve read about the sudden appearance of age verification across the internet in the UK and thought it would never happen in the U.S., take note: many politicians want the same or even more strict laws. As of July 1st, South Dakota and Wyoming enacted laws requiring any website that hosts any sexual content…