In Thursday’s edition of The Globe and Mail, journalist Carolyn Abraham’s ongoing series, The DNA Dilemma, explored the possibility of marketers using DNA to create targeted campaigns.
Carolyn reported that “while privacy advocates fret over marketers delving into people’s DNA, others don’t see genetic information as being much different than the plethora of other details already collected about consumers – the online searches they conduct, the personal experiences they post, where and when they shop, or what they buy.”
“Conceptually, I don’t see a difference between DNA and the amount of information that’s already out there about everything that people do,” said Adam Froman, CEO of Delvinia, a Toronto-based digital-strategy firm. “It’s just another data point.”
However, according to a survey conducted by AskingCanadians, Canadians “have significant reservations” about marketers using DNA to target campaigns.
To read the full article, please see Thursday’s edition of The Globe and Mail.