A recently released study contained in a new white paper, Audience Selling for Publishers by PubMatic, showed that when consumers are presented with a detailed explanation of data tracking for advertising purposes, more than half would not opt-out of services or leave websites using targeting.
When the survey participants were asked if they were aware that some of their web activities were being tracked for the purpose of advertising, 71 percent acknowledged they knew. But when asked if they knew the online data collected about them was anonymous, only 40 percentwere aware of this.
The survey, of course, needs to be taken with a healthy grain of salt since PubMatic has a clear interest in consumer comfort with data collection. The results do, however, point the way to the need for meaningful disclosure to people how their data is used.
When asked without an understanding that only anonymous data is used for audience-targeted advertising, 64 percent disapproved. However, when asked after learning that only anonymous data is used for interest-based advertising, 40 percent of those who had disapproved changed their mind and approved.
When the survey participants learned that the data collection was anonymous they understood the benefits included more relevant advertising and that it helped subsidize free content, 53% changed their minds and approved.
Download the full report here
More in Media
After newsroom cuts, The Washington Post turns to creator-led video deals
The Washington Post is betting on creator content to open up new revenue and audiences, after newsroom layoffs.
Inside The Daily Mail’s creator-led content playbook
Inside the structure, strategy, and metrics of the Daily Mail’s creator-led content push.
Media Briefing: Overheard at the Digiday Publishing Summit, March 2026 edition
With no sign of search traffic returning, publishers are doubling down on subscriptions to build direct reader revenue — but it’s not easy.