Almost half of consumers will share data with brands on their own terms, according to a survey of 1,500 U.S. consumers by consumer research platform Attest. No fewer than 84% shared concerns about data privacy, while many were ready to opt out of mailing lists and decline non-essential cookies. Attest sees big opportunities here for zero-party data, information that consumers actively and willingly share.

Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.