As organizations look to safely and securely connect with their partners, 执行决策者越来越发现，他们关于数据协作的战略讨论需要包括隐私增强技术(PETs)。. PETs offer businesses the ability to accelerate safe data collaboration, build customer intelligence, 在不放弃控制权或损害消费者隐私的情况下，最大化数据的价值.
For decades, PETs一直在幕后运作，以保存政府机构和高度管制行业的敏感信息——比如卫星位置, bank statements, 以及医学图像——使受许可方能够安全访问信息，而无需移动或复制数据.
Today, 由于隐私法规和大型科技公司限制访问，数据供应日益短缺, 现在，越来越多的公司开始关注宠物，希望为真正的客户中心建立更强大的数据基础. (Recent advances have landed PETs on Gartner’s list of top strategic technology trends for 2021.)
Privacy is not one-size-fits-all. 所有的技术都有自己的优点，没有一种比另一种更好或更差. PETs的独特之处在于，公司需要可配置的控件来帮助他们定制需求，加速合作关系和结果, 大多数PETs可能被设计成更好地相互协作，以支持这些不同的业务需求.
Six Questions to Ask Vendors
Vendors should be able to explain the technologies they use, and the benefits and trade-offs of each, 帮助您遵守数据隐私法规，同时建立消费者信任.
以下是您可以向供应商提出的六组问题，以便更好地了解他们的技术如何支持您当前和未来的需求:
- Strength of privacy technology: Is your privacy technology rooted in mathematical definitions? Legacy approaches are not grounded in theory.
- Multiparty support: 我是否可以在多方环境中执行我自己的隐私标准和控制? Or must I accept what everyone else is doing?
- Security: Can I leave my data within a secure perimeter? 或者与他人合作需要将数据移出我的数据基础设施?
- Flexibility: Which analytics use cases are supported, and which are not?
- Speed: Does your technology slow down my analytics, queries, or processing? If so, is the slowdown linear (e.g., 10% slower) or exponential (e.g., 100 times slower)?
- Utility: 我的团队基于现有数据得出的见解是否准确和可操作?
Maximize Data Privacy and Utility
Seventy percent of surveyed executives in the U.S. and U.K. said in a recent Winterberry Group report 他们“分享第一方的数据以了解、激活、测量或归因，”或计划这样做. For these executives, PETs可以推动数据协作，以最大化隐私和效用的方式扩展第一方数据的可能性.
Using traditional models of data collaboration, 敏感信息需要删除个人标识符以保护隐私. 然而，这些信息中的一些对于组织创建一个准确的, bias-free understanding of audiences.
而不是向特定的数据科学家和分析师提供完整的数据表，并允许他们查看数据, it’s far faster, more useful, and, most importantly, 更注重隐私和以客户为中心，以保持原始数据和使用PETs的数据分析师之间的距离.
如果你要建立一个分析模型来预测某人是否会患癌症, not knowing the ethnicities, family histories, ages, genders, income brackets, 用于构建模型的个体的生活状况可能会造成不准确性，并扩大预防和临床护理的系统性偏差. But by using PETs to safely incorporate more data into the analysis, 您可以与其他值得信任的医疗保健机构合作，以保持结果的准确性和公平性，同时保护患者的隐私.
Why PETs Matter for Your Business
Data regulation has played a large part in driving early adoption of PETs. Industry-specific regulations such as the Health Insurance Portability and Accountability Act for health care; the Gramm-Leach-Bliley Act, the Truth in Lending Act, and the Equal Credit Opportunity Act for financial services; and the National Association for Insurance Commissioners (NAIC) for insurance accelerated the data-driven digital transformations of companies in these industries. More recently, the European Union’s General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), 巴西的Lei Geral de Proteção de Dados (LGPD)已经扩大了对宠物宠物的兴趣和采用.
进一步促进PETs实用性和普遍性的长期趋势是数据基础设施的成熟和有吸引力的年轻群体的崛起, wealthy consumers dubbed the “privacy actives.”
Today, facial recognition is a widely used feature on mobile devices, 数据基础设施的进步和消费者对使用该技术进行价值交换的接受，促成了一项曾经充满未来感的创新. 这种理解是隐私活动最重要的核心——数据使用的透明度, and what they gain in return.
PETs and Customer Centricity
这些变革的力量使跨部门的数据协作成为可能，使数据对内部团队和外部合作伙伴更有价值, driving growth in ways once unimaginable:
- If you’re a retailer with valuable data assets, 你可以建立一个媒体网络来打开一个新的收入流，并为你的供应商提供更好的情报.
- If you’re a publisher or TV provider with a strong authenticated data set, you can provide more insightful analytics to your advertisers, 这将鼓励他们增加他们的媒体支出，并提高你的观众体验.
- 如果你是一家包装消费品公司，希望建立自己的数据资产, 你可以不断提高你的客户情报，并产生可能加强各种内部团队的见解, from product development to supply-chain management.
Many companies have proclaimed customer centricity for years, 但大流行时代已经证明，以数字和隐私为第一的客户为中心的门槛提高了多高，许多公司必须走上这条路才能赶上来. PETs narrow the gap, accelerate data strategies, build a true single view of the customer, 并始终如一地提供下一代体验，这将成为您的竞争优势.
Learn more about how LiveRamp 能否通过隐私增强技术帮助你拥有自己的数据未来，并建立市场优势.