The survey also shows that 53% of respondents are adjusting their preferences to reject cookies when browsing certain websites.
A survey commissioned by Seedtag and conducted by YouGov found that 82% of consumers feel “positive” or “very positive” about brands ending their use of personal data for advertising purposes.
Another data raised by the analysis is that 53% of respondents are adjusting their preferences to reject cookies when browsing certain sites.
Despite privacy concerns, the survey found that consumers still like to see ads in exchange for free editorial content, and 58% of respondents say they are comfortable with hybrid or ad-supported methods of funding online editorial content.
“Consumers are increasingly taking control of their own data and expectations regarding their privacy. Our research has shown that users understand what they want and expect from brands and publishers. Countries have different requirements, and both brands how much advertisers need to understand this and adapt the approach depending on the region. This is a relevant opportunity, because users seem to support the move to a cookie-free environment. So, as an industry, we need to look for alternatives that do not require the need for personal data”, explained Daniel Freixo, Vice President for Latin America at Seedtag,
The survey also showed that 53% of consumers felt that ads embedded in high-quality content were more likely to grab their attention, and half of respondents ranked creativity and visual content among the top two most important factors in recall value and product appeal. an advertisement. Among respondents, 64% felt very positive about brands whose ads were embedded in content that interested them.
Seedtag and YouGov spoke to 3,000 Internet users from France, Germany, Italy, the Netherlands, Spain and the UK, asking them about their privacy concerns and their preferences for being targeted online. The survey also focused on what they value most about online advertising, what they are exposed to and the context displayed.
