Personal Data Futures: The Disrupted Ecosystem


Ovum has investigated the underlying trends, dynamics, and ecosystem of the personal data industry and identified a scenario of steady disruption by hardening consumer attitudes towards privacy and the emergence of stricter regulations. These forces have serious implications for the Internet economy in general and the CRM, advertising technology, and Big Data industries in particular.


Tightening regulation and hardening consumer attitudes are expected to disrupt the existing personal data ecosystem, heating the privacy climate and pushing the consumer toward new privacy tools and services.

More than two-thirds of the Internet population across 11 countries say they would block the collection of their personal data.

The World Economic Forum has proclaimed personal data a new asset class, driving the nascent privacy market from the highest levels.

Features and Benefits

  • Offers a detailed insight into the advertising industry's Achilles' heel, its personal data supply line.

  • Includes the results of Ovum's Consumer Insights Survey, which asked questions on privacy and personal data.

  • Introduces Ovum's personal data scenario framework, which identifies and predicts the nature of the personal data environment.

Key Questions Answered

  • How will the personal data ecosystem be disrupted?

  • What are the implications of a significant increase in consumer opt-out levels?

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