Mixed Signals on Tracking

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

https://digiday.com/?p=855

More in Media

Walmart rolls out a self-serve, supplier-driven insights connectors

The retail giant paired its insights unit Luminate with Walmart Connect to help suppliers optimize for customer consumption, just in time for the holidays, explained the company’s CRO Seth Dallaire.

Research Briefing: BuzzFeed pivots business to AI media and tech as publishers increase use of AI

In this week’s Digiday+ Research Briefing, we examine BuzzFeed’s plans to pivot the business to an AI-driven tech and media company, how marketers’ use of X and ad spending has dropped dramatically, and how agency executives are fed up with Meta’s ad platform bugs and overcharges, as seen in recent data from Digiday+ Research.

Media Briefing: Q1 is done and publishers’ ad revenue is doing ‘fine’

Despite the hope that 2024 would be a turning point for publishers’ advertising businesses, the first quarter of the year proved to be a mixed bag, according to three publishers.