What makes consumers willing to share their data in addressable TV advertising? The influence of personal and situational factors on consumer willingness to disclose information

Leen De Schaepdrijver, Philippe Baecke, and Koen Tackx

Addressable advertising on television opens the door to better targeting and measurement of television advertising campaigns, but gaining access to consumer data is paramount for this new technology.
De Schepdrijver, Baecke, and Tackx

Management Slant

  • Personalization value has by far the strongest (positive) effect on willingness to disclose data, suggesting that this consumer characteristic can be used to identify the people who most likely will adopt addressable advertising in an early stage.
  • There is a difference in the types of data that people are willing to share. Demographic information is shared most easily, whereas GPS location has the largest negative effect on data disclosure.
  • Monetary benefits have the potential to convince consumers to share their information, and this effect potentially could balance out the negative effect of requesting...

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