When it comes to strengthening user trust, which key levers are most important?

The most important levers for strengthening user trust are transparency, control, security, and usefulness. Transparency means clearly communicating data practices. Control empowers users to manage their data. Security ensures data is protected from unauthorized access. Usefulness means providing value to the user in exchange for their data. The other options include elements that can undermine trust or are not primary trust levers. Cross-site identifiers and data collection, while sometimes necessary, can raise privacy concerns if not handled transparently and with user control. Personalization can be a benefit of data use, but it's a result, not a foundational lever of trust itself.