Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Few People Are Comfortable Sharing Data Through Third Parties

Consumers prefer to give information directly to brands

People are becoming more suspicious of sharing data through third parties.

According to a recent Vision Critical survey of digital buyers in North America, 80.1% of respondents said they would be comfortable sharing personal information directly with a brand for the purposes of personalizing marketing messages. But just 16.7% said they would be OK with sharing this type of information through third parties.

The utilization of third-party data has become a hot topic in recent weeks due to Facebook’s ongoing scandal with Cambridge Analytica, in which information was harvested without people’s permission for voter targeting purposes.

The growing skepticism toward data collection was reflected in a Gallup survey of 785 Facebook users in April 2018, in which 43% of respondents said they were very concerned about invasion of privacy. That was up from 30% in 2011.

Facebook also recently announced it was shutting down its Partner Categories, which enables third-party data providers to offer their targeting directly on the platform. The updates to Facebook’s data sharing policies caused services like dating app Tinder, which relied on users to log in with their Facebook credentials, to crash.

“The ads world and the data world are just crashing into the real world right now,” said Mark Rabkin, Facebook’s vice president of ads and business platform, during AdExchanger’s programmatic conference in San Francisco this week.

Another topic that’s making users question how their data is being used by advertisers is the EU’s General Data Protection Regulation (GDPR), which goes into effect in May. The GDPR states that people’s data can only be used if they give a company explicit permission. It is causing much consternation within the marketing tech space, and it is pressuring companies that rely on third-party data.

While the GDPR applies to EU citizens, anxiety about third-party data is spreading to this side of the Atlantic. Only 27.8% of those surveyed by Vision Critical believed there are enough safeguards in place to ensure their personal information is protected.

Of course, advertisers can be proactive in soothing users' fears. Among those polled by Vision Critical, 43.8% said they would be more comfortable giving their personal data to companies if they could easily see all the personal information that companies store about them.

But that will take some work. Rabkin said ad platforms need “to do a way better job than we were doing before” when it comes to making data disclosures clear to users.