Modern digital privacy laws, while well-intentioned, carry significant unintended consequences, including higher cost and less efficient marketing campaigns which disproportionately hurt smaller advertisers, stifling competition and innovation. Such regulations also can undermine personalization, which many consumers see as a significant benefit to their lives and lifestyles.

Join us on September 12 at this virtual Town Hall where we will hear expert presentations and discuss the unintended consequences of privacy regulations on marketers, consumers, the industry and society, along with what strategies can be used to mitigate their impacts.

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12:00 – 12:05pm
Welcome Remarks

Scott McDonald, Ph.D. — President & CEO, ARF

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12:05 – 12:25pm
Keynote

Balancing User Privacy and Personalization
Privacy restrictions imposed by browsers in past years have limited the quality of data used in personalization algorithms, this limitation distorts benefits of personalization leading to consumer data fragmentation. Discover strategies used in recent findings using data from Wayfair that demonstrate a new approach that mitigates welfare and revenue losses significantly, striking a balance between privacy and personalization.
Malika Korganbekova — Ph.D. Candidate, Kellogg School of Management, Northwestern University

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12:25 – 12:45pm
Fireside Chat

The Expectation of Personalization – Modernizing a Tailored Customer Experience
Financial data can tell a lot about consumers behavior, personality, and habits, when used appropriately and in discretion this data can create a personalized experience for users that can be streamlined and benefit consumers financially. In many cases consumers already expect their financial institutions to make the best recommendations for them in terms of advisors, credit cards and account types. In this panel learn from two large financial institutions how their programs are modernizing and tailoring the financial experience to enhance consumer experience and promoting consumer loyalty.
Jill Moser — SVP, Global Loyalty, Offers, Mastercard
Jen Auerbach — Managing Director, Head of Strategic Growth Markets, Merrill

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12:45 – 1:05pm
Estimating the Value of Online Tracking Data to Advertisers: Evidence from Meta
Online activity is frequently tracked and shared across applications to help deliver digital advertising (e.g., via web pixels). These data are used by advertisers around the world, believed to be some of the most important data for online advertising, and yet their future faces substantial uncertainty. Learn how a large-scale experiment ran at Meta with more than 70,000 advertisers to estimate how this data contributes to ad effectiveness and how the study provides insight into not only how much advertisers should be willing to pay for using such data, but also the potential effects of looming privacy regulation in this space.
Nils Wernerfelt — Assistant Professor, Kellogg School of Management, Northwestern University

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1:05 – 1:10pm
Closing Remarks

Scott McDonald, Ph.D. — President & CEO, ARF