Adler acknowledges that for now data collectors have the upper hand, but believes that consumers will eventually achieve parity.
"Right now they know everything about us and we don't know anything about them," he says. "I think that will level out over time."
Hughes points to his own industry as proof that privacy is far from dead. Fifteen years ago, the privacy profession did not exist. Now there are more than 12,000 privacy professionals in 78 countries, trying to direct their companies to use data responsibly and safely.
"The job of the chief privacy officer is to figure out how society can extract the maximum value out of that data while at the same time protecting consumers from harmful uses," he says. "I want to live in a world where data works for us and delights us, and I think that will happen."
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