Data privacy looms large in the minds of consumers, as it relates to advertising and marketing. In fact, 74% claim to “highly value” their data privacy and will reward brands that responsibly manage their information. That’s the headline statistic being shared in “The Person Behind the Data,” a recent study from IPG’s MAGNA Media Trials and data governance platform, Ketch.

UM Worldwide’s Chief Privacy Officer, Arielle Garcia, believes the ad industry’s contract with consumers began to unravel as the public’s attention started to shift to the unfettered collection and sharing of their data. “It’s not the first-party relationship with the property that they interacted with that is of the greatest concern,” she explained. “It’s the opacity around the sharing of that data with all of these third parties. And that’s where we see people are demanding more control.”

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