The recent developments and research in the field of PETs indicate that PETs are more than just hype. As marketers are looking for ways to balance privacy and marketing utility, it’s clear that embracing PETs is the way forward.
Marketers have to go beyond serving data privacy and cookie policies to practicing privacy-first marketing principles. We expect privacy to become an integral part of marketing and technology. Thus, marketers should consider adopting PET principles such as privacy by design, encryption, machine learning, and on-device computing.
PETs are an asset for businesses dealing with sensitive data. With proper implementation, they allow organizations to drive innovation while remaining compliant. While it sounds promising, there are no guidelines on how and what organizations need to put in place.
Depending on business processes and data workflows, organizations can put together a privacy-enhancing framework. Organizations looking to leverage PETs should explore all the options available to determine the best fit.
Implementing an end-to-end PET framework calls for a strategic approach that encompasses a lifecycle approach from data analysis and classification to testing, evaluation, and execution.
We are undeniably on a cusp of a new era that prioritizes consumer privacy and security. Thus, to ensure we continue moving into a privacy-preserving future, it’s time to embrace PETs now.