Will Consumers Take Charge of Their Own Privacy?

One of the slipperiest parts of the online privacy issue is understanding just how important consumers consider controlling their digital identity. Ad technology providers often contend that consumers may register a high sensitivity about privacy issues in surveys, but in practice relatively few actually use the preference management tools that some networks and publishers are beginning to offer. But managing one’s online profile with data collectors can take many forms. For instance, in a recent study done for data management platform Krux Digital, 52% of adult respondents said they already take “an active role in managing their digital signatures.”