09/26/2013 02:22 EDT | Updated 11/26/2013 05:12 EST

Dx3: Consumers Want An End To Free Data (VIDEO)

According to Scott Suthren, senior director of digital strategy at Aimia Inc., says the days when consumers would freely hand over data to marketers without caring how it was used is over.

"Consumers are becoming smarter and smarter about the data that is being collected on them," said Suthren. "Consumers are going to be demanding fair use value of the data they are providing."

Watch the full interview above.