With a goal of enhancing consumer engagement and increasing revenue, more than 70% of digital retailers will prioritize personalization in 2024. While personalized messaging powers brands to reach new and/or existing customers with the right content at the right time, it also comes with associated risks. Marketers seeking to deploy personalized messaging face regulations such as GDPR and CCPA compliance as well as collection and storage of personal information including email addresses, phone numbers, IP address or other persistent identifiers–hindrances that can quickly extinguish personalization strategies.