Media experts worry about changing policies impacting their digital media purchases: report
Mumbai: Integral Ad Science (IAS), in collaboration with YouGov and a market research firm, has released its “2022 Future of Privacy-First Advertising” report.
The IAS surveyed 346 digital media experts and 1,131 consumers about their views on the future of ad targeting, upcoming changes to online data and privacy policies, and how quality solutions from media can help marketers be more effective.
The results revealed that consumers are very concerned about the security of their personal information when using the Internet; that they ignore the laws governing the collection and use of their personal data; and that they are very uncomfortable when their online activity is used for advertising purposes.
The report explores the gap between what organizations are actually doing to deal with these changes and how crucial it is for media professionals to understand data privacy policies, as well as their concern about how these policies will affect their work.
The report also examines how brands are currently managing cookie deprecation through contextual, privacy-focused advertising strategies that don’t use individuals’ personal information to target customers.
Online Data Privacy
One of the main findings of the report is that while consumers value online data privacy, their confidence in the security of their online data is low.
While consumers agree that data privacy is important, only half (50%) are confident in the security of their online data when browsing the web. More than two-thirds (67%) of consumers also say they are more careful than ever when it comes to their privacy and data online.
The study also revealed that consumers are aware of various targeting techniques. However, they might feel uncomfortable with the use of their data for advertising purposes.
Although the majority of consumers (68%) are still not comfortable with personalization, despite the fact that 90% (nine out of ten) of users know that websites and apps collect and share their data at advertising purposes.
Brands have the ability to modify the targeted ad experience so that contextual relevance is the driving factor. This would result in a better user experience for consumers and better results for advertisers.
Although the majority of media experts are concerned about the evolution of privacy policies, many are unaware of them and the majority do not have a clear management strategy.
Nearly two-thirds (62%) of media experts agree that understanding data privacy is important this year, and an overwhelming majority (89%) say brands are particularly concerned about data privacy. PII.
Additionally, only 36% of media experts said their company had a team in place to handle upcoming policy changes, while 29% said they had taken no action.
The report suggests brands need to match their ads with contextually relevant content that appeals more to consumers.
After seeing a targeted ad, 66% of consumers said they would likely visit a brand or product website.
Given consumers’ privacy concerns and desire for relevance, contextual targeting is an easy option for advertisers, yet only 29% of media experts have used this tactic.
The majority of media experts (51%) agree that buyers and sellers of ads need to actively cooperate throughout privacy changes and that media quality solutions will become more crucial to ensure that the right audiences are reached.