The ability to collect consumer data online has revolutionized digital advertising. By allowing for customized targeting strategies, data collection enabled advertisers and publishers alike to better reach the right consumers at the right time and even in the right places. With the expansion of privacy legislation across the U.S. and Europe, new restrictions are creating opportunities for the industry to shift toward more innovative strategies. But how do consumers feel about it?
IAS asked U.S. consumers about data collection and targeted advertising to understand how they perceive privacy and digital advertising practices amid growing legislation. As content creation continues to surge, consumers are spending more time online than ever. More time browsing means more opportunities to collect data, and consumers know it: 90% of consumers care about online privacy, but more than half of them are NOT aware of any data privacy legislation that regulates the collection and use of their personal data.
Consumers may be unaware of privacy legislation, but they’re in touch with how their data is used—88% of consumers say they’re aware that websites and apps collect and share their data for advertising purposes. With all that data, consumers have developed preferences around how advertisers use it to reach them. When it comes to targeting, consumers prefer to see targeted ads on shopping sites or social apps, environments where they’re already likely to buy something or share personal information. Above all, consumers are most receptive to contextual targeting, and prefer it to all other tactics, including behavioral, audience, and geo-targeting.
Governments around the world have begun to limit data collection practices, but consumers still look to brands to ensure the quality of digital ad experiences. Increasing privacy legislation will require a shift to contextual advertising, and that’s good news for the industry because it’s what consumers prefer.
Download our report to learn more about how consumers perceive data collection and targeted advertising.