If consumers knew how companies use their data, would they think it’s fair?

That’s the question businesses should be answering about their data usage beyond simply getting an opt-in, said Arielle Garcia, chief privacy officer of IPG-owned agency UM Worldwide, speaking at AdExchanger’s Industry Preview in New York City on Tuesday.

Platforms may ask consumers for consent to collect their data, but they “aren’t asking consumers if they’re OK with the inadvertent harms that can occur from the misuse of their data,” Garcia said.

And the harms aren’t theoretical.

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