Data clean rooms strip identifiers from first-party data to allow secure sharing. But the actual anonymity of that data is up for debate. Consumers on the whole aren’t yet suspicious of data clean rooms, but some publishers are—29% have privacy concerns about data clean rooms and 21% don’t trust the tech.
For 58% of marketers and 35% of publishers, data clean rooms simply aren’t in their budgets.
The bottom line: Consumers have woken up to data privacy concerns in the past few years, but they’re still willing to share information. Motivators for data sharing include trust in platforms or receiving something like a discount in return. And publishers have to use the data effectively by improving targeting so consumers feel rewarded.
This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.