New Strategies in Data-driven Marketing: Consumer Data-Sharing and Personalization in the Post-Third-Party Cookie Era
(A2024-119836)

AUTHORS

Jessica Knauß, Wiesbaden Business School; Mark Elsner, Wiesbaden Business School; Markus Wübben, CrossEngage

ABSTRACT

This research explores the transformation in digital marketing due to the elimination of third-party cookies, mainly driven by browser providers. We focus on the use of zero-party data, which consumers willingly provide. The study investigates the effect of personalization on the willingness of consumers to share various types of personal data and identifies the most sensitive. We conducted a preliminary online survey, which provides initial insights into consumers' making data-sharing decisions, emphasizing the inherent cost-benefit trade-off underlined by social exchange theory. The early findings reveal a higher tendency of users to share socio-demographic data but exhibit reluctance in sharing data about social media interactions. We provide insights for practitioners and researchers in digital marketing. Acknowledging the study's limitations, we propose future research avenues to deepen the understanding of how consumers value their data in the context of personalization.