![]() Transparency on how data is used, and more information about the advertising system in general.Information on how users’ data is used and handled in order to serve the ad, indication whether ads are legitimate, and a clear differentiation between ads and content and,.The ability to revoke permissions quickly and easily.External oversight and more regulation.Better controls over targeting and privacy preferences.Many respondents conveyed a perception of unfairness that they routinely surrender personal data as a default, while many companies may profit handsomely from such data.Īs an outcome from these conversation themes, survey respondents identified a variety of approaches, resources and tools that they feel would help address their concerns as well as fulfil their genuine interests online. While consumers see the added value of personalised advertising, they also expressed fears about being spied upon, having personal data stolen or used against them. ![]() Concerns about surveillance, exploitation, and misuse.Some participants indicated that they are more likely to trust online ads from known advertisers, brands, and familiar publishers, rather than from social networks, influencer advertising or ads appearing in certain contexts such as gaming. Some respondents consider personalised advertising useful and beneficial in providing access to free content and services for free, as well as to discover, understand and compare new products and services. An appreciation for the usefulness of personalised advertising.The main conversational themes centred around: This consumer research is the first of its kind, engaging with a large scale of consumers across several European markets, in the form of deliberative conversations.ĭuring these conversations, survey respondents were able to openly express their views as well as share their lived experiences, expectations, and needs, as well as discuss among each other in an anonymised fashion. The EDAA recently collaborated with the strategic research firm, Clever Together, to better understand contemporary attitudes and opinions of European consumers with regard to tailored, personalised advertising online.
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