Results surfaced consumers' substantial concerns regarding the security of their personal information online, lack of awareness of data privacy legislation to regulate the collection and use of their personal data and high levels of discomfort with their online data being used for advertising purposes.
Based on the report, these key takeaways will guide advertisers' data privacy approach for the foreseeable future:
- Online data privacy is essential to consumers, but their confidence in the security of their online data is lacking — While consumers agree that data privacy is a priority, only half (50%) feel confident in the security of their online data when browsing the web. Furthermore, over two-thirds (67%) of consumers say they are more vigilant than ever about their online data and privacy.
- Consumers are aware of different targeting strategies. Still, they can be uncomfortable using their data for advertising purposes – Nine in ten consumers (90%) know that websites and apps collect and share their data for advertising purposes, but the majority (68%) are still uncomfortable despite the personalization. Brands have the opportunity to shift the targeted ad experience to be driven by contextual relevance, leading to a more positive experience for consumers and increased outcomes for advertisers.
- Brands should align ads with contextually relevant content that better resonates with consumers as privacy policies shift — Two-thirds (66%) of consumers said that they are likely to visit a brand or product's website after being served a targeted advertisement. Contextual targeting is a straightforward option for advertisers considering consumers' privacy concerns and desire for relevance; only 29% of media experts have implemented this strategy. Most media experts (51%) agree that media quality solutions will become more important to ensure the right audiences are being reached — and that ad buyers and sellers must actively work together throughout privacy changes.
For more information, visit https://integralads.com/.
View original content to download multimedia:https://www.prnewswire.com/news-releases/new-ias-report-finds-majority-of-media-experts-are-concerned-about-changing-policies-impacting-their-digital-media-buys-301609502.html