AdTech company MediaMath has released survey findings that show an overwhelming majority (84%) of consumers are more likely to trust brands with a privacy-safe approach to handling personal data. 59% of consumers will accept all cookies when prompted, but 27% say they will do so only on the website of a trusted brand. 54% believe they fully understand what accepting cookies means.
Over 70% were willing to share demographic information, preferences and interests, and an email address in exchange for improved and personalized digital experiences. The survey cohort comprised 1,000 U.S.-based subjects, divided equally by gender and representing all adult age groups.
Why we care. In a sense, it’s obvious that consumers would say they trust brands that respect their personal information. Nevertheless, there are encouraging signs here for marketers that an honest value exchange will elicit the first-party data that will be so valuable in the post-cookie world.
Speaking of cookies, we can’t help noticing that more consumers in this cohort will accept them than admit they fully understand what accepting them means.