So far we can only see benefits for users: it helped them a lot in getting rid of annoying ads and newsletters.
During the last couple of years, we’ve seen several surveys stating that more and more marketers rely on data-driven marketing which is helping them to personalise the communication with each individual customer. This may be a good opportunity, but its effects are decreased by consumers' reluctance to share their data with brands.
The bright side
But there is good news for brands. And what numerous businesses don't understand, is that now, when people are worried to share their data, this acts as a kind of filter: those who don't resonate with your brand will do their best to restrict your access to their data. But those who resonate with your brand's personality, those who trust you, they'll give you virtually any data you ask for.
So the tool that is supposed to prevent brands from learning too much about the consumer turned out to be also a tool both for building a closer relationship with the consumer and for filtering those that are worth your marketing efforts from the rest.
All these tougher regulations have benefited both businesses and consumers. The emphasis has shifted from quantity to quality. That is, instead of focusing on tactical and technological excellence, the efforts are now redirected to building brands with unique personalities and ”human” faces.
The relationship is no longer between a business and an IP address but instead grew into a relationship between a brand and a real person.