When a Glacier and Volcano meet: How data privacy is both changing slowly and quickly

The Glacial changes — Regulations

The Volcanic changes — consumers and companies

It seems that in the United States app developers and advertisers who rely on targeted mobile advertising for revenue are seeing their worst fears realized: Analytics data published [in May] suggests that US users choose to opt out of tracking 96 percent of the time in the wake of iOS 14.5.

When Apple released iOS 14.5 late [April], it began enforcing a policy called App Tracking Transparency. iPhone, iPad, and Apple TV apps are now required to request users’ permission to use techniques like IDFA (ID for Advertisers) to track those users’ activity across multiple apps for data collection and ad targeting purposes. — Ars Technica

The responses reveal that consumers are becoming increasingly intentional about what types of data they share — and with whom. They are far more likely to share personal data that are a necessary part of their interactions with organizations. By industry, consumers are most comfortable sharing data with providers in healthcare and financial services, though no industry reached a trust rating of 50 percent for data protection. — McKinsey

“To increase customer trust, executive leaders need to build a holistic and adaptive privacy program across the organization and be proactive instead of responding to each jurisdictional challenge.” — Bart Willemsen, Vice President Analyst at Gartner ; Source: IBM

The eruption under a glacier

Eyjafjallajökull erupting

Transparency is crucial to build trust. People prefer to buy from companies that are clear, open, and honest about the personal data they collect and why. Eight in 10 adults believe companies should provide more detail upfront about what data they collect from visitors to their websites. Responsible brands can cater to these demands by ensuring they use non-technical language, provide information in the right context, and avoid lengthy privacy policies.

Our research found most people feel they lack control over their own data. Eighty percent of people are concerned about potential misuse of their personal information. People want to retain ownership of their information and they want to feel in control. When they feel they have the time to consider their choices and willingly provide information, they feel far more comfortable.

Customers should be able to review and manage the way their data is used, such as opting out or managing the frequency of marketing communications. People are three times more likely to react positively to advertising when they feel a greater sense of control over how their data is used. People feel empowered when they have this sense of control. For some, this creates a desire to further tailor their marketing experiences to better suit their needs1— opening up additional opportunities for brands to build long-lasting relationships that offer value to both parties. — Emphasis added — Google research



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