SUMMARY: In its final report on Omnicom Media Group’s Advertising Week news series, Digiday looks at new research from OMG exploring data privacy through the lens of consumers. The study – which showed consumer concern about sharing their data has shot up from 33% of adults in 2021 to 53% this year – identifies five consumer types around data sharing, ranging from Brazen Sharers willing to share anything for personalized experiences to Data Recluses who will never share their data with a company or brand. The research helped inform a privacy playbook developed by OMG’s TRKKN Google marketing and cloud consultancy designed to give clients both brand marketing insights as well as technical know-how on how to implement new data privacy practices.
“We can’t make assumptions about what consumers understand or are comfortable with,” said Joanna O’Connell, OMG’s chief intelligence officer. The study “allows us and our clients to better understand how to think about the nuance and complexity when it comes to consumers, in their level of understanding, or in their willingness to share under what circumstances and why. So that, as we go through this transition that we’re in the thick of toward a more kind of privacy-driven advertising ecosystem, how do clients prepare effectively? In other words, ‘Hey guys, this isn’t just a cookie problem.’”
“This is designed to bring all those perspectives together and give an organization an understanding of what to do, who can do it, and what are the priorities as you navigate it,” said Schiappacasse. “These aren’t simple tweaks, you know? They’re fundamental changes in how the infrastructure [in a company] is built.”
“As more and more consumers are holding brands responsible for protecting their data, the TRKKN playbook provides a roadmap for building deeper relationships with consumers,” said Jillian Davis director of marketing technology at Cox Automotive, who works with consumer brands like Autotrader and Kelley Blue Book. “Trust is gained by respecting their attitudes toward data collection, earning the consent that enables more personalized content.”