99% of consumers agreed that privacy is important when browsing online, but only half felt confident that their data was secure, according to a report by Integral Ad Science.
Rising Star Awards 2022, Final deadline: September 9, 2022. ENTER NOW
More than 1,100 US consumers and almost 350 media experts participated in a survey by Integral Ad Science, which brought to light concerns about privacy in advertising and the need to control expectations to achieve success.
Interestingly about 52% placed the onus on themselves for security. And 40% of them believe that the individual website or app is responsible for it, while only 7% put the onus on the government.
As per the report, 90% of consumers are aware that websites and apps collect and share their data for advertising purposes but a majority 68% of consumers are still uncomfortable despite the personalisation.
The report also mentions that most consumers have been served a branded ad after interacting with or talking about that brand. However, seeing targeted ads after interacting with a specific brand can make consumers uncomfortable, as per it.
The report also highlighted that 57% of the consumers were uncomfortable receiving targeted ads, and they admitted to still being very likely to act on those ads (66% said they’d visit the sites, and 60% said they’d be likely to make a purchase).
Moreover, nearly two-thirds of media experts surveyed said that it was a priority to understand data privacy and its effects, and they are getting ready to staff up to be able to do it. Hence, 62% of media experts agree that having an understanding of data privacy is a priority this year.
Moreover, experts are creating dedicated teams and collaborating with media partners to address PII privacy concerns.
Media experts agree that targeting strategies will be most impacted and more limited as privacy policies change. 57% of digital media targeting strategies will be most impacted and more limited, as per the report.
According to experts, 55% of ad buyers and sellers must actively work together to ensure seamless transitions to maintain business as usual, and media quality will become more important to ensure the right audiences are being reached.