Let's play a game called "Is this a privacy concern, creepy marketing or hyper-targeted data win?" Our first contestant: Your smart thermometer, which could be telling Clorox whether or not to push ads for disinfecting wipes to your neighborhood based on your temperature. (See article.) The data used in this targeting led to a 22% increase in consumer interactions with Clorox’s disinfectant ads, and a 900% increase in red flags for me. I began my career marketing data to B2B co's. Individuals could opt-out of the database but they did not opt-in. It was just a fact of the business, technically legal and under CAN-SPAM compliance. The risk is on the customer who uses the data. In that regard, part of me loves to see targeting data used in a relevant way like this. But the consumer/skeptic in me knows that the mother using this Elmo-shaped thermometer had no idea her baby's temp was being broadcast (anonymously, but still) back to Kinsa, then sold to Clorox so they could sell 22% more wipes to her neighbors. Via my newsletter this week, subscribe here: https://lnkd.in/ePA767x Full NYTimes article: https://lnkd.in/erjysGD …see more