quick take: Respectful use of consumer data in B2B

A typical client of ours is a manufacturing brand. We offer the brand a way to perform retargeting ad campaigns towards visitors from local e-tail. Specifically, this means consumers which have looked at one of the brands’ products but have not yet purchased.

It would be possible for us to offer the brand a way to retarget visitors of its competitors’ products too, and we know it works well. But for us, this is an ethical border we will not cross. We are determined to be a company that treats our clients and their end-users with the respect they deserve. With great data comes great responsibility.

What are your thoughts around your data utilization in B2B, are there borders you don’t cross? Which areas do you see as no-go zones in data utilization for B2B?