Privacy by design

cookies 
vs. 
mandatory cookies 
Increase in relevance
6%
Increase in positive emotion
7%
Ads when respondents’
data is 
consciously shared 
vs. 
collected via cookies
Increase in relevance
F IG U R E 0 4
32 
Ipsos, U.K., Responsible Marketing Deep Dive, 2020.
33 
Ibid.

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M A K E I T M E MO R A B L E
2 2
We also wanted to understand the long-lasting effects of advertising
on brands. We used the Ipsos brand equity measurement system, which
has been widely validated across multiple product categories and verticals, 
and is known to be highly correlated with actual market shares, to quantify
the impact of privacy on marketing effectiveness. 
In the quantitative “Data Ethics Study
”
,
34
we tested whether data shared 
voluntarily when creating an account leads to more effective campaigns.
For retail and telecommunications (although not for financial services)
we saw a higher uplift in brand equity and a greater likelihood of increased 
‘market share’. This is in comparison to scenarios where data is collected
in the background after users gave permission via a privacy policy pop-up.