Consumer Privacy Research Report

Consumer data privacy continues to propel changes in legislation and browser policies as third-party cookie deprecation looms. With consumers now in control of how marketers track them across the Internet, brands and agencies that prioritize their privacy by harnessing opted-in first-party data stand to win the cookieless future.

Our recent survey of 1,000 US-based respondents aged 18-64 shows that while consumers are still concerned about third-party cookie tracking, a majority are comfortable sharing their first-party data with brands they trust to improve their online shopping experience.

Brands and their agencies can use these insights to strengthen first-party data strategies so they can improve consumer trust both in this moment and the next.