Balancing Consumer Trust with Privacy-Safe Targeting: Three Tactics

Google’s and Apple’s push for increased data privacy has been a shock to advertisers, who are now being forced to take action. Over 50% of US consumers are uncomfortable with online tracking, and 84% are more likely to trust brands that prioritize using personal information with a privacy-safe approach.

Introducing privacy-safe targeting can help brands optimize data for creating more personalized experiences, but collaboration with the right partners and gaining customer consent are also necessary. Brands should also work to improve the user experience around consent, for example, by making disclosure banners more user-friendly and brief.

Ultimately, privacy doesn’t have to be a barrier for advertisers and can open the doors to a trusting customer-company relationship. If advertisers wish to retain any place in a consumer’s heart and mind, it’s essential to manage privacy correctly.