Brands and publishers should be transparent about collecting consumer data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 18, 2020, 1:01 PM UTC

88% of Gen Z and millennials believe major search engines are monitoring their searches, according to Privado.

Brands and publishers should be more transparent about what personal data they collect and the reasons behind it. It can not only help businesses meet regulatory requirements, but also serve their users better.

Search engines should give users the right to make informed choices about the nature of their engagement with brands online. A recent Harris Poll survey revealed that younger consumers prefer privacy to consumer convenience.

Despite increasing reliance on online platforms due to social distancing norms, the majority of consumers reported they would avoid companies that have suffered data breaches. The author contends websites should require people to opt-in to share data, instead of collecting personal information by default and asking users to opt-out for better transparency.

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