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
‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies
Some European publishers believe alternatives to the third-party cookies, probabilistic or deterministic, will do more harm than good to their ads businesses.
Media Briefing: Why Leaf Group spun off its media arm into a standalone company
World of Good's newly appointed CEO Lindsey Abramo spoke with Digiday about her plans to lean into experiential and embrace niche vs. scale.
Dentsu’s latest ad report shows slowed growth, driven mostly by inflation
The good news in Dentsu's ad forecast is that there's still growth. The bad news: most of the growth is the result of inflation, while real ad pricing actually dropped a bit.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
How chef influencer Tue Nguyen works with the BuzzFeed Creator Network
BuzzFeed's Creator Network has been valuable from an audience and production education standpoint, but Nguyen still drives most of her business on her own.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?