How Are US Retailers Protecting Their Customer Data While Growing Their Ad Promotions Business?

Darrell Bartholomew, Stephen Hampton, Hunter Briegel

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

As retail media networks continue to grow and the data exchanges between consumers and retailers are becoming more prevalent and complex, it becomes necessary to define and describe how retailers are managing their consumer data. We attempt to describe retailers’ walled gardens and how retailers are keeping these data exchanges secure.

Original languageEnglish (US)
Title of host publicationAdvances in National Brand and Private Label Marketing - 10th International Conference, 2023
EditorsJuan Carlos Gázquez-Abad, Francisco J. Martínez-López, Katrijn Gielens
PublisherSpringer Nature
Pages50-56
Number of pages7
ISBN (Print)9783031328930
DOIs
StatePublished - 2023
Event10th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2023 - Barcelona, Spain
Duration: Jun 26 2023Jun 28 2023

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Conference

Conference10th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2023
Country/TerritorySpain
CityBarcelona
Period6/26/236/28/23

All Science Journal Classification (ASJC) codes

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting

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