The global demand for privacy is one of the most consequential consumer dynamics at play today.
Across the globe, 91% of consumers are concerned about the amount of data that companies can collect about them, [i] and 42% have taken steps to reduce the amount of data they share online.[ii]
In light of this desire for increased privacy, most technology platforms have recently implemented or announced restrictions around data collection and user tracking through their web browsers and operating systems.
For brands and the advertising industry, the magnitude of this evolution is massive.
On the short term, it is undoubtedly a source of conundrums for many marketers and publishers. Processes, ways of workings, legal compliance efforts, technology stacks, customer data strategies – even business models – must be reviewed and rethought to limit business disruption.
Yet, in the long term, it offers a unique opportunity to (re)build trust between brands and consumers around the data issue. Success will hinge on increasing efforts to educate audiences (67% of consumers declare they have little to no understanding about how their data is being used[iii]) and defining a right value exchange that works for all (only 15% of consumers feel they are getting a good value from granting access to their data[iv]).
In the midst of sensationalist headlines, technical solutions still being worked out, and a lack of shared standards to get behind, it is normal for marketers to feel lost and nervous. In a recent marketer survey we conducted, 60% of respondents declared they are not familiar with tracking prevention or are unsure about the consequences on their business, showing that this fast-changing landscape is not fully understood yet.[v]
In this new dentsu definitive guide for global marketers, The Cookieless World, we rise above unique market perspectives and cut through the ambient noise to help you focus on what you should know today and investigate tomorrow to be ready in 2023, when the world will become cookieless.
For more, download the full report today: http://ow.ly/KDTK50FKTaJ
[i] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020
[ii] Dentsu, Decoding Data Dynamics: Digital Society Index 2020, Global survey of 32,000 respondents
[iii] MMicrosoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020
[iv] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020
[v] iProspect, iProspect 2020 Global Client Survey, November 2020, as featured in Future Focus 2021: Brands Accelerated, published in April 2021
