隐私与个性化.pdf

Privacy&Personalizationuni0043uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0073uni0020uni0073uni0068uni0061uni0072uni0065uni0020uni0068uni006Funi0077uni0020uni0074uni006Funi0020uni0077uni0069uni006Euni0020uni0074uni0068uni0065uni006Duni0020uni006Funi0076uni0065uni0072uni0020uni0077uni0069uni0074uni0068uni006Funi0075uni0074uni0020uni0063uni0072uni006Funi0073uni0073uni0069uni006Euni0067uni0020uni0074uni0068uni0065uni0020uni006Cuni0069uni006Euni0065uni002EIs it possible to take personalization too far for consumers?of consumers say they now only engage with marketing messages tailored to their interests.72%uni0031uni0054uni0068uni0069uni0073uni0020uni0071uni0075uni0065uni0073uni0074uni0069uni006Funi006Euni0020uni0072uni0065uni006Duni0061uni0069uni006Euni0073uni0020uni0061uni0020uni0068uni006Funi0074uni0020uni0074uni006Funi0070uni0069uni0063uni0020uni0066uni006Funi0072uni0020uni006Duni0061uni006Euni0079uni002Cuni0020uni0065uni0073uni0070uni0065uni0063uni0069uni0061uni006Cuni006Cuni0079uni0020uni0074uni0068uni0065uni0020uni0038uni0039uni0025uni0020uni006Funi0066uni0020uni0064uni0069uni0067uni0069uni0074uni0061uni006Cuni0020uni0070uni0072uni006Funi0066uni0065uni0073uni0073uni0069uni006Funi006Euni0061uni006Cuni0073uni0031.numruni0020uni0077uni0068uni006Funi0020uni0061uni0072uni0065uni0020uni006Euni006Funi0077uni0020uni0066uni006Funi0063uni0075uni0073uni0065uni0064uni0020uni006Funi006Euni0020uni0063uni0072uni0065uni0061uni0074uni0069uni006Euni0067uni0020uni0061uni0020uni006Duni006Funi0072uni0065uni0020uni0070uni0065uni0072uni0073uni006Funi006Euni0061uni006Cuni0069uni007Auni0065uni0064uni0020uni0063uni0075uni0073uni0074uni006Funi006Duni0065uni0072uni0020uni0065uni0078uni0070uni0065uni0072.1uni0069uni0065uni006Euni0063uni0065uni0020uni0069uni006Euni0020uni0074uni0068uni0065uni0020uni0063uni006Funi006Duni0069uni006Euni0067uni0020uni0079uni0065uni0061uni0072uni0073uni002Euni0020uni0041uni006Euni0064uni0020uni0072.1uni0069uni0067uni0068uni0074uni0066uni0075uni006Cuni006Cuni0079uni0020uni0073uni006Funi002Cuni0020uni0061uni0073uni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0073uni0020uni0063uni006Funi006Euni0074uni0069uni006Euni0075uni0065uni0020uni0074uni006Funi0020uni0063uni0072uni0061uni0076uni0065uni0020uni0070uni0065uni0072uni0073uni006Funi006Euni0061uni006Cuni0069uni007Auni0061uni0074uni0069uni006Funi006Euni0020uni006Euni006Funi0020uni006Duni0061uni0074uni0074uni0065uni0072uni0020uni0077uni0068uni0065uni0072uni0065uni0020uni006Funi0072uni0020uni0068uni006Funi0077uni0020uni0074uni0068uni0065uni0079uni0020uni0069uni006Euni0074uni0065uni0072uni0061uni0063uni0074uni0020uni0077uni0069uni0074uni0068uni0020uni0061uni0020uni0062uni0072uni0061uni006Euni0064uni002Euni0020uni0049uni006Euni0020uni0066uni0061uni0063uni0074uni002Cuni0020uni0037uni0032uni0025uni0020uni006Funi0066uni0020uni0074uni0068uni006Funi0073uni0065uni0020uni0073uni0075uni0072.1uni0076uni0065uni0079uni0065uni0064uni0020uni0069uni006Euni0020uni0074uni0068uni0069uni0073uni0020uni0072uni0065uni0070uni006Funi0072.1uni0074uni0020uni0073uni0061uni0079uni0020uni0074uni0068uni0065uni0079uni0020uni006Euni006Funi0077uni0020uni006Funi006Euni006Cuni0079uni0020uni0065uni006Euni0067uni0061uni0067uni0065uni0020uni0077uni0069uni0074uni0068uni0020uni006Duni0061uni0072uni006Buni0065uni0074uni0069uni006Euni0067uni0020uni006Duni0065uni0073uni0073uni0061uni0067uni0065uni0073uni0020uni0074uni0061uni0069uni006Cuni006Funi0072uni0065uni0064uni0020uni0074uni006Funi0020uni0074uni0068uni0065uni0069uni0072uni0020uni0069uni006Euni0074uni0065uni0072uni0065uni0073uni0074uni0073uni002Euni0042uni0075uni0074uni0020uni0069uni006Euni0020uni0074uni0068uni0065uni0020uni0077uni0061uni006Buni0065uni0020uni006Funi0066uni0020uni0047uni0044uni0050uni0052uni0020uni0061uni006Euni0064uni0020uni0068uni0065uni0069uni0067uni0068uni0074uni0065uni006Euni0065uni0064uni0020uni0073uni0065uni0063uni0075uni0072.1uni0069uni0074uni0079uni0020uni0063uni006Funi006Euni0063uni0065uni0072.1uni006Euni0073uni002Cuni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0073uni0020uni0068uni0061uni0076uni0065uni0020uni0073uni0074uni0061uni0072.1uni0074uni0065uni0064uni0020uni0073uni0065uni006Euni0064uni0069uni006Euni0067uni0020uni006Duni0069uni0078uni0065uni0064uni0020uni0073uni0069uni0067uni006Euni0061uni006Cuni0073uni0020uni0074uni006Funi0020uni006Duni0061uni0072uni006Buni0065uni0074uni0065uni0072uni0073uni0020uni0061uni0062uni006Funi0075uni0074uni0020uni0074uni0068uni0065uni0069uni0072uni0020uni0070uni0072.1uni0069uni0076uni0061uni0063uni0079uni0020uni0061uni006Euni0064uni0020uni0070uni0065uni0072uni0073uni006Funi006Euni0061uni006Cuni0069uni007Auni0061uni0074uni0069uni006Funi006Euni0020uni0070uni0072uni0065uni0066uni0065uni0072uni0065uni006Euni0063uni0065uni0073uni002Euni0020uni0041uni0073uni0020uni006Duni0061uni0072uni006Buni0065uni0074uni0065uni0072uni0073uni0020uni0073uni0074uni0072.1uni0069uni0076uni0065uni0020uni0074uni006Funi0020uni006Duni0065uni0065uni0074uni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0020uni0065uni0078uni0070uni0065uni0063uni0074uni0061uni0074uni0069uni006Funi006Euni0073uni0020uni0061uni006Euni0064uni0020uni0073uni0074uni0061uni0079uni0020uni0063uni006Funi006Duni0070uni0065uni0074uni0069uni0074uni0069uni0076uni0065uni002Cuni0020uni0074uni0068uni0065uni0079uni2019uni0072uni0065uni0020uni006Cuni0065uni0066uni0074uni0020uni0077uni006Funi006Euni0064uni0065uni0072.1uni0069uni006Euni0067uni003Auni0020uni0057uni0068uni0069uni0063uni0068uni0020uni0062uni0072uni0061uni006Euni0064uni0073uni0020uni0064uni006Funi0020uni0074uni006Funi0064uni0061uni0079uni2019uni0073uni0020uni0063uni0075uni0073uni0074uni006Funi006Duni0065uni0072uni0073uni0020uni0074uni0072.1uni0075uni0073uni0074uni002Cuni0020uni0061uni006Euni0064uni0020uni0068uni006Funi0077uni0020uni0063uni0061uni006Euni0020uni0077uni0065uni0020uni0065uni006Duni0075uni006Cuni0061uni0074uni0065uni0020uni0074uni0068uni0061uni0074uni0020uni0065uni0078uni0070uni0065uni0072.1uni0069uni0065uni006Euni0063uni0065uni003Funi0020uni0041uni0074uni0020uni0077uni0068uni0061uni0074uni0020uni0070uni006Funi0069uni006Euni0074uni0020uni0064uni006Funi0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0073uni0020uni0066uni0065uni0065uni006Cuni0020uni0061uni0020uni0062uni0072uni0061uni006Euni0064uni0020uni0069uni0073uni0020uni0062uni0065uni0069uni006Euni0067uni0020uni0074uni006Funi006Funi0020uni0069uni006Euni0076uni0061uni0073uni0069uni0076uni0065uni003Funi0020uni0044uni006Funi0020uni0074uni0068uni0065uni0073uni0065uni0020uni0063uni006Funi006Euni0063uni0065uni0072.1uni006Euni0073uni0020uni0076uni0061uni0072.1uni0079uni0020uni0062uni0079uni0020uni0067uni0065uni006Euni0064uni0065uni0072uni0020uni006Funi0072uni0020uni0067uni0065uni006Euni0065uni0072uni0061uni0074uni0069uni006Funi006Euni003Funi0054uni0068uni0069uni0073uni0020uni0072uni0065uni0070uni006Funi0072.1uni0074uni0020uni0061uni006Euni0073uni0077uni0065uni0072uni0073uni0020uni0074uni0068uni0065uni0073uni0065uni0020uni0071uni0075uni0065uni0073uni0074uni0069uni006Funi006Euni0073uni0020uni0028uni0061uni006Euni0064uni0020uni006Duni0075uni0063uni0068uni0020uni006Duni006Funi0072uni0065uni0029uni0020uni0069uni006Euni0020uni0068uni006Funi0070uni0065uni0073uni0020uni006Funi0066uni0020uni0068uni0065uni006Cuni0070uni0069uni006Euni0067uni0020uni006Duni0061uni0072uni006Buni0065uni0074uni0065uni0072uni0073uni0020uni006Duni0061uni006Buni0065uni0020uni0073uni0065uni006Euni0073uni0065uni0020uni006Funi0066uni0020uni0069uni0074uni0020uni0061uni006Cuni006Cuni0020uni0061uni006Euni0064uni0020uni0066uni0069uni006Euni0064uni0020uni0074uni0068uni0065uni0020uni0072.1uni0069uni0067uni0068uni0074uni0020uni0062uni0061uni006Cuni0061uni006Euni0063uni0065uni0020uni0062uni0065uni0074uni0077uni0065uni0065uni006Euni0020uni0070uni0072uni006Funi0076uni0069uni0064uni0069uni006Euni0067uni0020uni0062uni0065uni0074uni0074uni0065uni0072uni0020uni0065uni0078uni0070uni0065uni0072.1uni0069uni0065uni006Euni0063uni0065uni0073uni0020uni0061uni006Euni0064uni0020uni0062uni0075uni0069uni006Cuni0064uni0069uni006Euni0067uni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0020uni0074uni0072.1uni0075uni0073uni0074uni002Euni0031uni0020uni0068uni0074uni0074uni0070uni0073uni003Auni002Funi002Funi0067uni006Funi002Euni0066uni006Funi0072.1uni0072uni0065uni0073uni0074uni0065uni0072uni002Euni0063uni006Funi006Duni002Funi0062uni006Cuni006Funi0067uni0073uni002Funi0074uni0072uni0061uni006Euni0073uni0066uni006Funi0072.1uni006Duni002Duni0079uni006Funi0075uni0072uni002Duni0070uni0065uni0072uni0073uni006Funi006Euni0061uni006Cuni0069uni007Auni0061uni0074uni0069uni006Funi006Euni002Duni0073uni0074uni0072uni0061uni0074uni0065uni0067uni0079uni002Duni0061uni0074uni002Duni0066uni006Funi0072.1uni0072uni0065uni0073uni0074uni0065uni0072uni0073uni002Duni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni002Duni006Duni0061uni0072uni006Buni0069uni006Euni0067uni002Duni0066uni006Funi0072.1uni0075uni006Duni002Funi0053uni006Duni0061uni0072.1uni0074uni0065uni0072uni0048uni0051uni0020uni0073uni0075uni0072.1uni0076uni0065uni0079uni0065uni0064uni0020uni0031uni002Cuni0030uni0030uni0030uni002B.caseuni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0073uni0020uni006Funi006Euni0020uni0074uni0068uni0065uni0069uni0072uni0020uni0070uni0072.1uni0069uni0076uni0061uni0063uni0079uni0020uni0063uni006Funi006Euni0063uni0065uni0072.1uni006Euni0073uni002Cuni0020uni0063uni0068uni0061uni006Euni006Euni0065uni006Cuni0020uni0061uni0066uni0066uni0069uni006Euni0069uni0074uni0079uni002Cuni0020uni0062uni0072uni0061uni006Euni0064uni0020uni0065uni0078uni0070uni0065uni0072.1uni0069uni0065uni006Euni0063uni0065uni0073uni002Cuni0020uni0061uni006Euni0064uni0020uni0070uni0065uni0072uni0073uni006Funi006Euni0061uni006Cuni0069uni007Auni0061uni0074uni0069uni006Funi006Euni0020uni0070uni0072uni0065uni0066uni0065uni0072uni0065uni006Euni0063uni0065uni0073uni002Euni0020uni0057uni0065uni0020uni0066uni006Funi0075uni006Euni0064uni0020uni0074uni0068uni0061uni0074uni0020uni0077uni0068uni0069uni006Cuni0065uni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0073uni0020uni0061uni0072uni0065uni0020uni0069uni006Euni0063uni0072uni0065uni0061uni0073uni0069uni006Euni0067uni006Cuni0079uni0020uni0061uni0077uni0061uni0072uni0065uni0020uni006Funi0066uni0020uni0074uni0068uni0065uni0069uni0072uni0020uni0070uni0072.1uni0069uni0076uni0061uni0063uni0079uni0020uni0061uni006Euni0064uni0020uni0064uni0061uni0074uni0061uni0020uni0075uni0073uni0061uni0067uni0065uni002Cuni0020uni0074uni0068uni0065uni0079uni2019uni0072uni0065uni0020uni006Euni006Funi0074uni002Duni0073uni006Funi0020uni0063uni006Funi006Euni0063uni0065uni0072.1uni006Euni0065uni0064uni0020uni0069uni0066uni0020uni0074uni0068uni0065uni0020uni0064uni0061uni0074uni0061uni0020uni0063uni006Funi006Cuni006Cuni0065uni0063uni0074uni0065uni0064uni0020uni0067uni0069uni0076uni0065uni0073uni0020uni0074uni0068uni0065uni006Duni0020uni0076uni0061uni006Cuni0075uni0065uni0020uni0069uni006Euni0020uni0072uni0065uni0074uni0075uni0072.1uni006Euni2014uni0061uni006Euni0064uni0020uni0061uni0073uni0020uni006Cuni006Funi006Euni0067uni0020uni0061uni0073uni0020uni0062uni0072uni0061uni006Euni0064uni0073uni0020uni0065uni006Duni0070uni006Cuni006Funi0079uni0020uni0061uni0063uni0063uni0075uni0072uni0061uni0074uni0065uni0020uni0061uni006Euni0064uni0020uni0074uni0061uni0073uni0074uni0065uni0066uni0075uni006Cuni0020uni0070uni0065uni0072uni0073uni006Funi006Euni0061uni006Cuni0069uni007Auni0061uni0074uni0069uni006Funi006Euni0020uni0074uni0061uni0063uni0074uni0069uni0063uni0073uni002Euni004Buni0065uni0079uni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0020uni0066uni0069uni006Euni0064uni0069uni006Euni0067uni0073uni0020uni0077uni0069uni0074uni0068uni0069uni006Euni0020uni0074uni0068uni0069uni0073uni0020uni0072uni0065uni0070uni006Funi0072.1uni0074uni0020uni0069uni006Euni0063uni006Cuni0075uni0064uni0065uni003Auni0032Executive SummaryTheyre skeptical.uni0020uni0038uni0036uni0025uni0020uni0061uni0072uni0065uni0020uni0063uni006Funi006Euni0063uni0065uni0072.1uni006Euni0065uni0064uni0020uni0061uni0062uni006Funi0075uni0074uni0020uni0074uni0068uni0065uni0069uni0072uni0020uni0064uni0061uni0074uni0061uni0020uni0070uni0072.1uni0069uni0076uni0061uni0063uni0079uni002Cuni0020uni0061uni006Euni0064uni0020uni0037uni0039uni0025uni0020uni006Funi0066uni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0073uni0020uni0062uni0065uni006Cuni0069uni0065uni0076uni0065uni0020uni0063uni006Funi006Duni0070uni0061uni006Euni0069uni0065uni0073uni0020uni006Buni006Euni006Funi0077uni0020uni0074uni006Funi006Funi0020uni006Duni0075uni0063uni0068uni0020uni0061uni0062uni006Funi0075uni0074uni0020uni0074uni0068uni0065uni006Duni002Euni0020They really trust Amazon.uni0020uni004Euni0065uni0061uni0072uni006Cuni0079uni0020uni0035uni0030uni0025uni0020uni006Funi0066uni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0073uni0020uni0074uni0072.1uni0075uni0073uni0074uni0020uni0041uni006Duni0061uni007Auni006Funi006Euni0020uni006Funi0076uni0065uni0072uni0020uni006Funi0074uni0068uni0065uni0072uni0020uni0062uni0072uni0061uni006Euni0064uni0073uni0020uni0074uni006Funi0020uni0075uni0073uni0065uni0020uni0074uni0068uni0065uni0069uni0072uni0020uni0064uni0061uni0074uni0061uni0020uni0072uni0065uni0073uni0070uni006Funi006Euni0073uni0069uni0062uni006Cuni0079uni002Cuni0020uni0062uni0065uni0061uni0074uni0069uni006Euni0067uni0020uni006Funi0075uni0074uni0020uni0041uni0070uni0070uni006Cuni0065uni002Cuni0020uni0047uni006Funi006Funi0067uni006Cuni0065uni002Cuni0020uni0061uni006Euni0064uni0020uni0062uni0061uni006Euni006Buni0073uni002ETheyll share data in exchange for better experiences.uni0020uni0039uni0030uni0025uni0020uni006Funi0066uni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0073uni0020uni0073uni0061uni0079uni0020uni0074uni0068uni0065uni0079uni2019uni0072uni0065uni0020uni0077uni0069uni006Cuni006Cuni0069uni006Euni0067uni0020uni0074uni006Funi0020uni0073uni0068uni0061uni0072uni0065uni0020uni0074uni0068uni0065uni0069uni0072uni0020uni0062uni0065uni0068uni0061uni0076uni0069uni006Funi0072uni0061uni006Cuni0020uni0064uni0061uni0074uni0061uni0020uni0069uni0066uni0020uni0061uni0064uni0064uni0069uni0074uni0069uni006Funi006Euni0061uni006Cuni0020uni0062uni0065uni006Euni0065uni0066uni0069uni0074uni0073uni0020uni0061uni0072uni0065uni0020uni0070uni0072uni006Funi0076uni0069uni0064uni0065uni0064uni0020uni0074uni0068uni0061uni0074uni0020uni006Duni0061uni006Buni0065uni0020uni0073uni0068uni006Funi0070uni0070uni0069uni006Euni0067uni0020uni0063uni0068uni0065uni0061uni0070uni0065uni0072uni0020uni006Funi0072uni0020uni0065uni0061uni0073uni0069uni0065uni0072uni002EThey favor email over other channels.uni0020uni0035uni0031uni0025uni0020uni006Funi0066uni0020uni0063uni006Funi006Euni0073uni0075uni006Duni0065uni0072uni0073uni0020uni0073uni0061uni0079uni0020uni0065uni006Duni0061uni0069uni006Cuni0020uni0069uni0073uni0020uni0074uni0068uni0065uni0020uni0062uni0065uni0073uni0074uni0020uni0077uni0061uni0079uni002