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Truste Looks at Consumer Confidence (or Lack of It)

January 30, 2015 | By Chris Pedigo, SVP Government Affairs – DCN @Pedigo_Chris

In case you missed it, Truste released its 2015 Consumer Confidence Index this week. We’ve been one of the louder voices on the importance of trust among consumers, marketers and publishers. We even baked it into our DNA by crafting our Trust Principles. Consumer and marketer trust is the basis of our members’ businesses and we must constantly strive to build and maintain it.

Unfortunately, that trust is a fragile thing and there is much taking place online that undermines it. For example, consider the rampant, untethered growth in the digital supply chain causes a daunting amount of tracking activity like this to happen. It seems likely that this level of tracking and data collection without more meaningful choice will undermine consumer trust

We are clearly not alone in our concern about consumer trust online. Truste calls it “a hot button issue for Americans with 92% concerned about their privacy when using the internet and 42% more concerned than a year ago.” Other of the key data points and takeaway from the Truste report include:

  • Lack of trust harms publishers: 77% of consumers moderated their online behavior because of privacy concerns. 51% of consumers have not clicked on an online ad because of privacy concerns.
  • Lack of trust harms advertisers: 86% of consumers took active steps to protect their privacy including deleting cookies, changing settings, turning off location tracking.
  • Consumers may be confused, but their behavior is telling: 63% of consumers deleted cookies in order to protect their online privacy but only 10% opted out of behavioral ads. Why the difference? Is it because consumers don’t know that they can opt out? Is it because opting out is difficult to do and reliant on cookies?

I hope this data makes everyone stop what they’re doing to think about how we actually grow trust across the media ecosystem. We need to ensure that the consumer and marketer trust in premium brands remains strong. We need to focus on building the future of trusted content, a future in which brands can stand the test of time because we have built a sustainable model based on a foundation of trust.


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