Why Read This
Recent advances in audience targeting point to a digital marketing future that leverages consumer data to create personalized messaging and drive higher conversions. However, this potential is compromised by online data privacy concerns and pending data privacy legislation. But when we look at consumer activity online, it is clear that although consumers worry about the collection and use of their online data, they will continue with online tasks and exchange their data if they perceive a benefit. This report outlines what concerns consumers have about their privacy online, and how marketers can clearly state the value proposition of targeted advertising to defuse these concerns.