The report focuses on the importance of responsible use of consumer data in the digital age by emphasising the importance of personalisation in advertising without compromising on consumer privacy.
Marketers need to educate consumers on data usage and tracking and find ways to ensure privacy is not a hindrance to providing better products and services. Experts from AdTech and MarTech companies such as Google, Meta, AppsFlyer, Dentsu, and Accenture provide strategic recommendations on how to balance personalisation and privacy. Meta argues that personalization and data privacy can coexist and that businesses need to adapt to meet this need or risk a less personalised digital world with higher costs for advertisers.
The Accenture research shows that while a majority of consumers are willing to pay a premium for personalization, only one in three brands can offer an individualised offering. Dentsu recommends that brands invest in a privacy-first customer data platform (CDP) that can securely connect to data partners and other AdTech vendors without the need for third-party cookies. Google’s marketer’s playbook reveals that companies such as PepsiCo, Asos, and Rituals have improved their ROI by building direct customer relationships and using first-party data.
Deep dive into the report as it offers marketers and agencies insights on ways to seamlessly transition into the new age, data privacy-centric ecosystem.
