MediaMath Research Shows Consumers Willing to Exchange First-Party Data for Better Advertising Experience

January 24, 2022 — by MediaMath    

When we talk about the MediaMath platform being built for this moment and the next, the impact of third-party cookie deprecation on the ability to aggregate and activate data for advertising is top of mind. It’s why we’ve built a flexible approach to identity that allows marketers to choose the solution best-suited to their business needs.

No one is sure what is going to happen given Google’s changing timelines, new identity solutions popping up and other privacy-related big browser changes. But one thing remains certain: brands and their agencies will continue to have first-party data as a viable option for targeted advertising campaigns. First-party-based identity strategies have been touted as the right next direction because the data behind them is more accurate, opted-in, privacy-safe information that helps you establish a direct relationship with a consumer. And it turns out, consumers are in full support of using first-party data to personalize their advertising experiences according to a recent survey we conducted from 1,000 US-based respondents aged 18-64. The findings illustrate that while consumers are still concerned about third-party cookie tracking, a majority are comfortable sharing their first-party data with brands they trust:

  • 84% of consumers are more likely to trust brands that prioritize using personal information with a privacy-safe approach.
  • 74% of consumers are willing to share preferences, interests and demographic information directly with brands if that would improve their online shopping experience.
  • 71% of consumers are comfortable sharing an email address with brands if that would provide personalized online experiences, offers and advertisements.

These survey findings have huge implications for how brands and their agencies can strengthen consumer trust with improved value exchange. Marketers can collect richer, opted-in first-party data up and down the buyer journey using well-timed opportunities such as newsletter sign-ups, games, quizzes, surveys, QR codes and more. They can then use this information to better personalize experiences and offers, improving consumer trust in their brand — the best long-term play for building brand loyalty. 

Download the full report based on the survey findings here.