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Technology Vision 2020 | accenture.com/technologyvision 5
But people have questions
about the personalization
methods businesses use.
Recent security breaches and increased scrutiny have
contributed to mistrust in data gathering practices and
sinking attitudes toward black-box personalization. In RSA
Security’s Data Privacy & Security Survey for 2019, only 17% of
respondents said they thought personalized ads were ethical,
and only 24% said personalizing newsfeeds is ethical.
of respondents said they
thought personalized
ads were ethical
17%
said personalizing
newsfeeds is ethical
24%
The Dark Side of Customer Data.
(2019, February 6). RSA Security.

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