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99% of consumers say privacy is important when browsing online: Integral Ad Science report

More than 1,100 US consumers and almost 350 media experts participated in a survey by Integral Ad Science that highlighted concerns about privacy in advertising

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.

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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. 

But only about half of digital media experts are familiar with privacy policy-related topics.  53% of them are familiar with browser levels like cookie deprecation, while 51% are familiar with regulatory GDPR, CCPA/CCPR.

Media experts are in the highest agreement that social platforms will be most impacted by privacy policy changes, followed by mobile and e-commerce platforms, but overall, media experts are divided on how to manage cookie deprecation, the report noted. 

Despite high concerns relating to the shift in privacy policies, there’s no clear strategy for managing these changes. However, just over one-third of media experts have a team dedicated to managing privacy policy changes, while one-quarter of respondents, driven by agencies, have requested it be managed by publishers. Additionally, nearly 3-in-10 media experts, mostly brands, have not yet taken any action.

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.

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