The article highlights concerns among Americans about online data privacy, with 84% worried about their data when interacting with brands online. It shows a trend of consumers pulling back from sharing data, with 85% sometimes opting out of company mailing lists and 58% doing so habitually. Additionally, 48% of consumers are more likely to trust brands that collect zero-party data, which is shared willingly to help shape products and services.

Typeform, a conversational data collection platform, released The Data On Data Report showcasing insights for creating effective forms and surveys. The report highlights the shift towards zero-party data collection due to privacy concerns and the decline of third-party cookies. In 2023, Typeform saw over 2.6 million forms published and 568 million submissions, with a 47.3% average completion rate:

1. Incorporate visuals: Forms that feature images or video see a 120.6% increase in completion rates over forms that don't. 
2. Keep forms to six questions or fewer: Forms with the highest number of responses asked fewer than six questions.
3. Use multiple-choice questions: Typeform customers use multiple-choice questions nearly twice as often as the second-most popular question type, short text questions.
4. Include 'exclusive' language: Forms that use phrases such as "be the first," "get early access," "members only," "only available," among others, yield 25% higher completion rates. 
5. Use numbers at the start: Using a number within the welcome content provides clarity and boosts confidence, leading to a 7% increase in completion rates. 

A study by Attest on 1,500 consumers found 84% of Americans are concerned about data privacy online, with 41% very concerned. Users are less willing to share personal data, with 85% opting out of mailing lists and 58% almost always doing so. About a third reject non-essential cookies to avoid targeted ads, and 48% trust brands that collect "zero-party data" willingly shared for product improvement, preferring interactive surveys for data sharing.

The article on Forrester discusses Google's rollout of Tracking Protection, a feature that deprecates third-party cookies, affecting about 30 million Chrome users globally. This move, part of Google's Privacy Sandbox initiative, has raised concerns among regulatory bodies like the EU and Great Britain's Competition and Markets Authority about potential anti-competitive practices in digital advertising. Marketers are adapting their strategies in response, with many revisiting and accelerating their data deprecation strategies. The article advises marketers to test new targeting approaches, embrace new campaign performance measurement methods, and focus on zero- and first-party data collection. Forty-four percent of the B2C marketing executives we surveyed have implemented a first party data strategy in the past 12 months and 36% said they implemented zero party data experiences in the past 12 months.