Prioritizing data privacy leads to brand trust

AdTech company MediaMath has released survey findings that show an overwhelming majority (84%) of consumers are more likely to trust brands with a privacy-safe approach to handling personal data. 59% of consumers will accept all cookies when prompted, but 27% say they will do so only on the website of a trusted brand. 54% believe they fully understand what accepting cookies means.

Over 70% were willing to share demographic information, preferences and interests, and an email address in exchange for improved and personalized digital experiences. The survey cohort comprised 1,000 U.S.-based subjects, divided equally by gender and representing all adult age groups.

Why we care. In a sense, it’s obvious that consumers would say they trust brands that respect their personal information. Nevertheless, there are encouraging signs here for marketers that an honest value exchange will elicit the first-party data that will be so valuable in the post-cookie world.

Speaking of cookies, we can’t help noticing that more consumers in this cohort will accept them than admit they fully understand what accepting them means.

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About The Author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.