State of Industry Report (Data, Identity and Privacy)

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Note: This playbook was provided by our LaunchPoint partner, Neustar


Results from this study reveal that the practices and attitudes of marketers and publishers are aligning with consumers’ privacy concerns. For all the negative connotations around data collection, the reality is much less scary. Below are some key findings from the study, followed by a more in-depth discussion.

  • The marketing industry still struggles to link data to create individual customer profiles. Half of the respondents said they aren’t able to do it.
  • Complexity seems to be the overarching challenge when it comes to data collection. 25 percent said that legal issues are a challenge; 29 percent said process is a main challenge; 19 percent responded having no systems in place was a hurdle.'
  • Traditional modes of data collection are still dominant. 71 percent told us they collect information based on phone numbers, home addresses and IP addresses; 76 percent reported collecting demographic profile data. Interestingly, only 47 percent are collecting psychographic data.
  • Marketers and publishers believe, overwhelmingly, that consumers should know what data is being collected. Approximately 96 percent said that consumers should have complete control and be fully informed about a company’s data collection policy and have the ability to opt-out.
  • Additionally, 89 percent said that a company is either responsible or completely responsible for respecting and protecting consumers’ privacy.
  • Some industry executives (21 percent) believe government constrains companies too much when it comes to collecting data. There’s also an education issue; 23 percent said they’re not familiar with the current legal framework.