Less than one-half of Australians are willing to share their anonymised data for personalised ads and offers, according to the latest research from dataxu. Only 13% gave an answer of 'yes, completely', while one-third (32%) were accepting but more uncertain.
There is greater public demand for sharing anonymised data in order to access free content, though, with over one-half (57%) agreeing. Some degree of uncertainty does exist, however, as the majority of yes responses were 'somewhat' – less than one-fifth said 'yes, completely'.
This contrasts with marketer's increasing push for personalisationin campaigns, an approach fundamentally about...