Key phase 1 findings include:
- Only 50% of data points were marked as relevant.
- 15% of data points were marked as sensitive.
- Yahoo had both the lowest accuracy score, and highest sensitivity rating with 40% and 22% respectively.
- Google led the way in accuracy and sensitivity with 68% and 10%.
- Gender was found to be accurate only 69% of the time.
"It's really a testament to the rest of the ad tech industry that they've been able to build such strong targeting and measurement products with poor data inputs" said Marc Guldimann, CEO of Enliken. More findings are detailed in the infographic found here: http://enliken.com/
An encouraging finding for the advertising industry is that people didn't find the nature of data used to target ads sensitive. "This lines up with our belief that if you give consumers transparency and control they'll be happy to share non-sensitive data with merchants and brands" continued Guldimann.
The Enliken Data Accuracy Survey was conducted over 15 days and gathered over 10,000 data points covering the accuracy and sensitivity of data used by 3rd parties to target ads. The survey is continuing with Phase 2, launching today and available from their homepage: http://enliken.com/
For more information about Enliken, or to arrange an interview, email Andrew Smeall at email@example.com.
Enliken, an advocate of involving the user in the quest for better marketing data, is based in NYC and Seattle. It was founded in 2011 by veterans of the advertising and financial software industries.