I cover consumer-centric insights and analytics that provide executives with solutions needed to drive strategy. I am the CEO of Prosper Business Development where, for more than 20 years, we have provided market leadership and developed contemporary solutions to help Fortune 500 companies navigate change that impacts their business.
From the TikTok ban still making headlines to the rollout of transformative GenAI tools and the introduction of new national privacy legislation, consumers are paying more attention to the role their data plays in fueling the Big Tech ecosystem. Notably, this increased attention has been met with action.
Even though OpenAI is the newest company on the scene, nearly half of Americans believe the company is likely to abuse their personal data. The average consumer even ranks OpenAI as more likely to abuse their data than Google, further signaling their confusion with the landscape since Google remains the industry leader when it comes to deep data collection and copious targeted advertising.
Compared to the average American, advertisers, programmers and cybersecurity experts are disproportionately more concerned about lesser-known data brokers, like Comscore, underscoring the disconnect between those “in the know” and the average consumer when it comes to truly understanding how online tracking and data privacy works.
According to Ghostery’s recent survey, 49% of Americans said that Big Tech’s attempts to strong arm advertising and tracking, like, have actually increased their willingness to use an adblocker. It’s clear that if consumers can’t easily remove their consent to be tracked by these companies directly, they’ll continue turning to alternate tools to protect their privacy in some capacity.
Post-Pandemic Consumer Machine Learning Big Tech Adblocker Data Privacy Online Privacy Social Media Platforms Advertising
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