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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands