The supply line for many of digital marketing’s core disciplines – including targeted advertising, CRM, and ‘big data’ analytics – could soon dry up as consumers become increasingly reluctant to be tracked online.
And, according to Ovum’s Consumer Insights Survey, this could in turn play havoc with the way the Internet is funded, as many businesses rely heavily on this “data exchange”.
The study reveals that 68% of the online population across 11 countries would select a “do-not-track” (DNT) feature if it was easily available, suggesting a “data black hole” could soon open up under the Internet economy. Ovum warns Web advertisers and marketers that consumers are seeking out new tools that allow them to remain “invisible” – untraceable and impossible to target by data means.
It warns that this hardening of consumer attitudes, coupled with tightening regulation, could diminish personal data “supply lines” and have a “considerable impact” on the economics of the Web.
Ovum analyst Mark Little said: “Unfortunately, in the gold rush that is big data, taking the supply of ‘little data’ – personal data – for granted seems to be an accident waiting to happen.
“Consumers are being empowered with new tools and services to monitor, control and secure their personal data as never before, and it seems they increasingly have the motivation to use them.”
Ovum believes that online companies should introduce new privacy tools and messaging campaigns designed to convince consumers that they can be trusted. It said improving the transparency of data collection and use will help to build trust.
Little said: “Data controllers need a better feel for the approaching disruption to their supply lines, and must invest in tools that help them understand the profile of today’s negatively-minded users.”
