Optimisation / Multi-country / Media & Tech
The impact of enhancing web privacy
"Due to the success of the initial research and analysis, this study has now been repeated in over 15 markets worldwide."
Business issue
The digital advertising ecosystem is conducting a significant overhaul to deliver a more private web than ever before. As a result, the client wanted to support their business partners by demonstrating how the ethical use of first party data can deliver a competitive advantage, whilst simultaneously respecting the privacy of their customers.
Our solution
A global study, using an experimental conjoint design, was developed to model and map claimed versus actual behvaiours related to digital advertising and privacy controls.
Digital environments were mocked up based on the conjoint design, and participants were presented with privacy-related scenarios relating to advertising across multiple product categories, within a controlled environment.
Metrics to understand emotional reaction, impact on perceived relevance, effect on behaviour (likely action) as well as impact on brand were captured.
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