99% of consumers say privacy is important when browsing online: Integral Ad Science report: Best Media Info

99% of consumers agreed that privacy is important when browsing online, but only half were confident their data was secure, according to a report from Integral Ad Science.

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More than 1,100 US consumers and nearly 350 media experts participated in an Integral Ad Science survey, which shed light on concerns about privacy in advertising and the need to control expectations to succeed.

Interestingly, about 52% took responsibility for security on themselves. And 40% believe the website or app is responsible, while only 7% blame the government.

According to the report, 90% of consumers are aware that websites and apps collect and share their data for advertising purposes, but a majority of 68% of consumers are still uncomfortable despite personalization.

The report also mentions that most consumers received brand advertising after interacting with or talking about that brand. However, seeing targeted ads after interacting with a specific brand can make consumers uncomfortable, she says.

The report also highlighted that 57% of consumers were not comfortable receiving targeted ads, and they admitted they were still very likely to act on these ads (66% said they would visit sites and 60% said they would be likely to make a purchase).

Additionally, nearly two-thirds of media experts surveyed said understanding data privacy and its effects is a priority, and they are preparing to hire staff to do so. Thus, 62% of media experts agree that understanding data privacy is a priority this year.

But only about half of digital media experts know about privacy policy topics. 53% are familiar with browsing levels such as cookie staleness, while 51% are aware of regulatory GDPR, CCPA/CCPR.

Media experts strongly agree that social platforms will be the most impacted by privacy policy changes, followed by mobile and e-commerce platforms, but overall media experts are divided on how to handle cookie deprecation, the report notes.

Despite concerns about changing privacy policies, there is no clear strategy to manage these changes. However, just over a third of media experts have a team dedicated to managing privacy policy changes, while a quarter of respondents, pushed by agencies, asked for it to be managed by publishers. . Moreover, nearly 3 out of 10 media experts, mostly brands, have yet to take any action.

Additionally, experts create dedicated teams and collaborate with media partners to address PII privacy concerns.

Media experts agree that targeting strategies will be the most affected and limited as privacy policies change. According to the report, 57% of digital media targeting strategies will be the most impacted and restricted.

According to experts, 55% of ad buyers and sellers need to actively work together to ensure smooth transitions to maintain the status quo, and media quality will become more important to ensure the right audiences are reached.

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