Survey on Marketers’ Approach to Privacy Enhancing Technologies (PETs)
Estimated time to complete: 5 minutes
Section 1: About You
1. What is your primary role or department?
*
Legal / Compliance
Marketing
Data / Engineering / IT
Policy / Public Affairs
Management
Other
2. What type of organization do you work for?
*
Marketing provider
Media / Publisher
Retail company
Tech platform
Brand / Advertiser
Data provider
Measurement / Analytics company
Creative agency
What is the size of your organization?
*
1–50 employees
51–250 employees
251–1,000 employees
Over 1,000 employees
Where are you active?
*
EU
UK
Americas
Middle East
APAC
Africa
Section 2: Use of PETs
Is your organization currently using Privacy Enhancing Technologies (PETs)?
*
Not currently using PETs
Not yet but evaluating the use of PETs
Yes - At an early stage
Yes - PETs are already deployed
Yes - Widely deployed across the organization
Don’t know
If you've responded yes above, which PETs is your organization currently using? (Select all that apply)
*
Pseudonymization
Aggregation
Anonymization
Differential Privacy
Secure Multi-Party Computation (MPC)
Federated Learning
Trusted Execution Environments (TEEs)
Data Clean Rooms
Synthetic Data
Homomorphic encryption
Other
For which use cases are you applying PETs? (Select all that apply)
*
Audience segmentation
Campaign measurement and attribution
Personalization of marketing content
Cross-platform data collaboration
First-party data enrichment
Website analytics
Fraud detection or brand safety
Compliance with GDPR (or other applicable data protection requirements)
Support AI or Machine Learning
Other
If you selected the AI option above, for which AI-related use cases are you using PETs? (Select all that apply)
*
Training AI models
Sharing data with AI vendors or technology partners
Collaborative AI development with third parties
Privacy-preserving analytics for AI insights
Generative AI applications
AI model testing and validation
AI analysis of customer/user data (data enrichment)
Marketing campaign measurement
Using sensitive data for AI training
Don’t know
Other
What benefits has your organization experienced from using PETs? (Select all that apply)
*
Increased customer trust
Improved compliance with applicable data protection legislation
Safer reliance on legitimate interest
Enhanced data security
Improved internal data governance
Competitive advantage / better brand image
Unlock new business opportunities or partnerships
No clear benefit yet
Other
What are the main reasons your organization is not currently using PETs or struggling to scale their use? (Select all that apply)
*
Lack of internal technical expertise
PETs are too expensive to implement
Unclear legal status or regulatory guidance
No clear business case or ROI
Lack of awareness or understanding
Lack of senior management buy-in
Complexity of integration with current systems
Not aware of PET providers or solutions
Domino effect: the lack of adoption of PETs by others disincentivises my company to adopt them
Not applicable
Other
Section 3: Support Needs and Incentives
If lack of technical expertise is a barrier, what kind of support would help? (Select all that apply)
*
Training on PETs fundamentals and use cases
Guidance on integrating PETs with existing systems
Access to PET vendors / consultants
Understanding how PETs support GDPR/ePrivacy compliance
Tools and templates for implementation
Not applicable
Other
What kind of legal or regulatory certainty would support broader PET adoption? (Select all that apply)
*
Clear guidance from DPAs on PETs and GDPR
Creation of a label indicating that PETs enhance privacy protection
Clarity on how PETs support the use of legitimate interest
Regulatory sandboxes or test environments
Standard definitions or certification of PETs
Published case studies or best practices
Clarity of how PETs support AI development and deployment
Other
Beyond regulation, what would most encourage your organization to adopt or further scale PETs? (Select all that apply)
*
Greater legal clarity
Public recognition / improvement in brand image
Customer trust and reputation benefits
Reduced legal or enforcement risk
Financial incentives (e.g. grants, tax deductions)
Peer adoption / industry standards
Other
If you are interested in receiving the survey results, in a follow-up conversation or in presenting a PETs use case at our annual event, please provide your email address below
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