---
id: "action-invest-in-consent-management"
type: "action-item"
source_timestamps: ["§ Personalization Must Respect Privacy Boundaries"]
tags: ["privacy", "compliance"]
related: ["concept-privacy-segmentation"]
action: "Implement consent management tools to segment advertising by consumer privacy preferences."
outcome: "Build shopper loyalty, attract brand-safe suppliers, and avoid regulatory scrutiny."
speakers: ["Remko Van Hoek", "Stephanie Thomas", "Rodney Thomas"]
source_url: "https://hbr.org/2025/09/the-importance-of-trust-and-transparency-in-retail-media-networks"
source_title: "The Importance of Trust and Transparency in Retail Media Networks"
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-71-retail-media-networks-trust"
sourceUrl: "https://hbr.org/2025/09/the-importance-of-trust-and-transparency-in-retail-media-networks"
sourceTitle: "The Importance of Trust and Transparency in Retail Media Networks"
---
# Invest in consent management tools

**Action.** Implement tools that allow customers to adjust their ad preferences. Segment messaging not just by purchase intent, but by privacy preferences (see [[concept-privacy-segmentation]]), and train internal teams to prioritize consumer trust over aggressive targeting.

**Expected outcome.** Build shopper loyalty, attract brand-safe suppliers, and avoid regulatory scrutiny. This is **Pillar 3** of the [[framework-five-pillars-of-rmn-success]]. Related unresolved question: [[question-regulatory-impact-d4]].