Thread · 3 tweets · 13 Jan 2023

“We believe that improved privacy should ultimately lead to better performance,” McLaughlin said, “whether that’s brand lift or more direct results.” adexchanger.com/privacy/this-v…

"And there is already early evidence that prioritizing privacy can be good for performance. Companies with responsible data practices typically see a 23% increase in purchase intent, according to research released last year by Magna and data governance platform Ketch."

I don't know if their methodology is any good (measuring this from the outside is notoriously hard) but this is an interesting development. Adtech is changing.