Only half of consumers (50%) feel confident that their data is safe on the web with 67% admitting to being more vigilant than ever before about online privacy.
Consumers are wary of the security of their personal information online, a lack of awareness of data privacy legislation to safeguard their data and how it’s being used for advertising purposes.
The majority of consumers (90%) are aware of how apps and websites collect and share their data for ad purposes, but 68% are still uncomfortable with such practices despite personalisation efforts.
Brands could shift targeted ad experiences to more contextual ones, which may improve the experience for consumers.
Indeed, 66% of consumers are likely to visit a brand or product website after being served a targeted ad.
Yet, just 29% of media experts have implemented contextual targeting and most (51%) agree that media quality solutions will become more important to capture the right audiences.
Around 62% of media experts agree that having an understanding of data privacy is a priority and 89% say that privacy relating to Personally Identifiable Information is top of mind for brands.