The question is no longer whether or not people value privacy. At issue is how brands can deliver privacy while adding value to consumers. Recently, I wrote about what this reality means for advertisers — from cultivating interested audiences to developing meaningful relationships.

Of course, effectively advertising in a privacy-sensitive manner also requires some special technical capabilities. Recently, my colleague Amanda Shelton addressed some of these, particularly in light of new government regulations and technology limitations rolling out.

In the final analysis, it will be a combination of powerful advertising technology and a consumer-first marketing philosophy that will enable brands to meet privacy demands while providing real value to consumers’ lives.

Valassis explores this nexus of technology and mindset that is necessary for today’s marketers in a paper called “Respecting the Privacy-Minded Consumer’s Buying Journey.” You can access this free resource here: https://valassis.com/whitepapers/respecting-the-privacy-minded-consumers-buying-journey/.

Matthew Tilley is a senior director of marketing for Valassis and leads content marketing for the company. He has more than 20 years of experience in digital advertising and consumer promotions to develop, communicate, and distribute ideas to make modern marketers more effective.