The IoT creates a massive volume of new consumer data points. Data from “things,” including data associated with how people live their daily lives, can enable even more personalization, which, if done correctly, can not only empower consumers, but also drive performance for advertisers. As Mediavest | Spark’s Shelby Saville stated during a Publicis Groupe panel session titled Digital Transformation: This Time It’s Personal, “Keep it smart and simple. Don’t boil the ocean with personalization. Use the data well and know your consumer.”

Privacy Paramount for Consumers

Despite the increase in adoption of the IoT, conversations at CES have also focused on how consumer concerns over data privacy exist more than ever. Privacy intrusion and hacking are real concerns for consumers as they welcome new Internet-connected things into their homes, cars, bodies and cities. In fact, 90 percent of U.S. Gen Xers find it “creepy” when websites know information about them (Performics and Northwestern University’s Intent Lab Digital Satisfaction Index, Q4 2016).

Advanced Technology Requires Advanced Security

For most of the products on the CES floor to scale, consumers must be comfortable from a privacy and trust standpoint. Consumers are asking, “Does the utility of this Internet-connected thing outweigh its potential threats?” Furthermore, as brands gain access to IOT data, the consumer experience will be put under a microscope like never before. Although not required by law, U.S. brands should consider policies like cookie-opt in, informational content around data collection policies and safe-site options (e.g. HTTPS) to increase user comfort around personal data collection.