Fact or Fiction?

Consumer concern over identity data has been on the rise for years.

It’s no surprise, either – data breaches and company impingement on user privacy have also been on the rise.

A top concern among consumers? They don’t know – and companies have been failing to explain to them – how, exactly, their data is handled. As a result, myths about identity data have surfaced left and right.

Here, we aim to dispel the myths around identity data, while providing a balanced perspective on the real risks and benefits of marketers having access to that data. Additionally, we highlight what companies are doing that both help and hinder consumer trust.