Desafío a la digitalización: 54% de rechazo a las cookies y a dar datos personales

The report highlights a profound shift in which consumers are increasingly rejecting data sharing due to privacy concerns and security fears. This skepticism is fueled by opaque information usage and frequent cyberattacks, ushering in an era of “blind marketing.” Brands now face a crisis of data visibility, compelling them to rely on fragmented metrics and assumptions rather than precise customer insights. This erosion of trust significantly impacts business performance, resulting in higher customer acquisition costs and difficult-to-measure returns on investment. The lack of detailed data hinders effective campaign personalization and the ability to anticipate trends. Consequently, the traditional reliance on cookies and behavioral tracking is perceived as invasive surveillance, further damaging the brand–customer relationship and empowering users to take control of their digital footprints. This article is crucial for open data advocates, as it underscores the tension between commercial data exploitation and individual privacy rights. It highlights the urgent need for transparent, ethical data practices and innovative technologies such as blockchain or privacy-preserving AI. Understanding this dynamic is essential for promoting open data frameworks that prioritize user consent and security, ensuring that data utilization builds trust rather than exploiting vulnerabilities in an increasingly skeptical digital landscape.

Source: pregon.com.ar
Published on 2025-10-19

Desafío a la digitalización: 54% de rechazo a las cookies y a dar datos personales

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