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New York \u2013 January 27, 2025<\/strong> \u2013 According to a new IAB study, consumers value both the laws protecting data privacy and the free and open internet.<\/p>\n\u201cThis study validates and builds upon what we heard from consumers during our 2024 survey. Personalization and privacy can co-exist and benefit both consumers and the growth of the free and open internet,\u201d said David Cohen, CEO, IAB. \u201cConsumers understand the advertising value proposition and are willing to share their data to enable a personalized experience.\u201d<\/p>\n
The study, \u201cStriking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization,\u201d conducted by IAB leveraging its Insights Engine (powered by Attest) and in partnership with Talk Shoppe, reveals that awareness and support of data privacy laws in the U.S. and abroad are growing but education is needed.<\/p>\n
The report\u2019s findings include:<\/p>\n
\n- 80% of U.S. consumers are concerned about their data being used for criminal activity, which highlights the importance of data security, especially with regard to sensitive data. Only 2% of consumers are concerned about use of their data for personalized advertising.<\/li>\n
- 70% of U.S. consumers are familiar with current state-level data privacy legislation, and a majority of them perceive the laws to be effective. However, only 40% know they can access\/delete collected data.<\/li>\n
- 60% find current privacy management complex, confusing, and inconvenient.<\/li>\n<\/ul>\n
Consumers with privacy rights prefer ads personalized to their interests<\/strong><\/p>\n\n- 86% of U.S. consumers agree websites\/apps are free because of advertising<\/li>\n
- 82% of U.S. consumers agree personalized ads help them discover products and services they\u2019re interested in<\/li>\n
- 80% prefer ads for products or services they\u2019re interested in or shopping for<\/li>\n
- 79% feel more positive toward brands\/retailers that tailor their ads based on their preferences<\/li>\n<\/ul>\n
\u201cAs the U.S. considers a comprehensive and preemptive national privacy law,\u201d continued Cohen, \u201cwe hope legislators will balance a robust set of privacy rights focused on high-risk areas while continuing the benefits to consumers of a free and open internet.\u201d<\/p>\n
The full \u201cStriking the Balance: the Consumer Perspective on Privacy, Preference, and Personalization\u201d study is available here.<\/p>\n
About IAB<\/strong>
The Interactive Advertising Bureau<\/strong> empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.<\/p>\nIAB Media Contacts<\/strong>
Kate Tumino Dougherty \/ Brittany Tibaldi
551-265-2825 \/ 347-487-6794
[email\u00a0protected] \/ [email\u00a0protected]<\/p>\n <\/p><\/div>\n
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