Data Privacy and Contextual Advertising:

How advertisers can navigate
the consumer privacy landscape


Online privacy is important to consumers.

The ability to collect consumer data online has revolutionized digital advertising. By allowing for customized targeting strategies, data collection enabled marketers to better reach the right consumers, at the right time, in the right places. With the expansion of privacy legislation across the United States and Europe, restrictions are creating opportunities to shift toward more innovative strategies. But how do consumers feel? 

IAS asked U.S. consumers about data collection and targeted advertising to understand how they perceive privacy and digital advertising practices amid growing legislation. Consumers are spending more time online than ever. More time browsing means more opportunities to collect data, and consumers know it: 88% of consumers say they're aware that websites and apps collect and share their data for advertising purposes.

Download our research to learn more about how consumers perceive data collection and targeted advertising.

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