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Consumers have long understood the data value exchange - in return for giving their personal information to the brands they trade with they get discounts, loyalty points, free entry into prize draws and the like. Major loyalty programmes like Tesco Clubcard, Nectar and Air Miles have all educated consumers about the apparent value their data has to companies.

This method of capturing and permissioning data has worked well for the last several decades. But it could be about to change in the wake of new legislation and a heightened awareness among individuals about their data rights. Combined with recent data breaches and an ongoing perceived abuse of personal information by marketers, a new exchange needs to be negotiated. Click here to read the report in full.

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