In Autumn 2018, DataIQ in association with Tealium carried out a research project among consumers exploring their awareness of how personal information is being requested and used on web sites and apps they use, as well as what influences their attitudes during this data-value exchange. A digital survey tool serving questions into the programmatic ad space was
used to reflect the data collection experience being examined.
What emerged is a highly-nuanced picture of consumers which shows that awareness of data
collection and usage is closely linked with concerns and anxieties about what happens as a result. At the same time, the mechanisms by which brands can build trust and manage expectations were also shown to be in their own control. Create a positive experience and
consumers are reassured - go too far or become creepy and they will back off.
Download this report by Tealium to see what the research reveals about: