Marketers Still Hoping for Privacy-Safe Third Party Data: Forrester Study
This Forrester study for IBM found that 71% of senior adtech managers are exploring privacy-friendly data sets as a way of coping with cookie deprecation. This compares with just 49% trying to build trust to improve voluntary sharing, even though the group said loss of consumer trust is the biggest problem with new privacy rules. Nearly all agreed that personalization expectations are rising (91%), that privacy makes personalized advertising harder (87%), and that privacy regulations put traditional targeting and tracking methods at risk (87%). Privacy-safe targeting was the most-cited use of AI in advertising.