In a world where more data is created than ever before, data ownership is gaining in importance. Not only organisations understand the value of data. Also consumers are becoming more aware of the value of their data and they are less willing to give companies their sensitive data for free.
In the past years, consumers have become more careful in sharing their data with anyone. According to a survey from TRUSTe, a privacy management firm, the percentage of US adults opting out of online behavioural advertising increased from 27% to 50%. There is a trend going on that consumers want more control in who has access to their data and what can organisations do with that data. What does this mean for your business?