<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Even the dark web has its bright sides because it can be used as an unregulated testbed for technologies that will eventually appear on the surface. Also, it is a useful place to study consumer privacy and have a view of what the surface world might look like under an extreme level of consumer data protection. In such a world, even our best customers might look like never-before-seen individuals, until they decide to reveal themselves. If there is trust, and a worthwhile value exchange, consumers might be willing to share their data and not enact all of the hyper-privacy available to them. To seize the opportunities, companies should take stock of their customer relationships, hone their data needs, and learn what information is critical, advantageous, or irrelevant for their context. They should implement initiatives that drive choice carefully, in a trustful relationship.</p>
</abstract>

Even the dark web has its bright sides because it can be used as an unregulated testbed for technologies that will eventually appear on the surface. Also, it is a useful place to study consumer privacy and have a view of what the surface world might look like under an extreme level of consumer data protection. In such a world, even our best customers might look like never-before-seen individuals, until they decide to reveal themselves. If there is trust, and a worthwhile value exchange, consumers might be willing to share their data and not enact all of the hyper-privacy available to them. To seize the opportunities, companies should take stock of their customer relationships, hone their data needs, and learn what information is critical, advantageous, or irrelevant for their context. They should implement initiatives that drive choice carefully, in a trustful relationship.

Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy"}

Even the dark web has its bright sides because it can be used as an unregulated testbed for technologies that will eventually appear on the surface. Also, it...

Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy

Published Online: May 05, 2021

Page range: 36 - 41

DOI: https://doi.org/10.2478/nimmir-2021-0006

Keywords
Dark Web, Privacy, Privacy Calculus, Privacy Paradox, Personalization

© 2021 Felipe Thomaz, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Ghosts in the Dark: How to Prepare for Times of Hyper-Privacy

Published Online: May 05, 2021

Page range: 36 - 41

DOI: https://doi.org/10.2478/nimmir-2021-0006

KeywordsDark Web, Privacy, Privacy Calculus, Privacy Paradox, Personalization

© 2021 Felipe Thomaz, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Keywords
Dark Web, Privacy, Privacy Calculus, Privacy Paradox, Personalization