Privacy by design

37 
Ipsos, U.K., Responsible Marketing Deep Dive, 2020.
38 
Ipsos, U.K., Germany, France, the Netherlands, Data Ethics Study: Data Ethics and Effectiveness, Part 1 — Ethics (n=6,000), 2021.

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M A K E I T M A N AG E A B L E
2 6
Feelings of scepticism are widespread, with two in three (68%) participants
in the “Data Ethics Study
”
feeling sceptical about the way companies use
their data in marketing. This finding is important because this translates into
a more negative perception of online advertising in general. Where participants 
claim to feel they have control over their data, this leads to both a more positive 
emotional response to ads, as well as people finding them more relevant. For 
example, people with lower levels of control only deemed 18% of ads relevant, 
but for those with high levels of control, this rose to 43%.
39
Overall, we found