Two years since the enactment of the General Data Protection Regulation (GDPR), data privacy remains a key concern for a significant 94% of consumers. Alongside this, whilst 33% of consumers remain unaware of data privacy regulations, such as the GDPR, nearly nine in ten (87%) of consumers now understand their browsing data will be used for advertising purposes.
The type of targeted advertising consumers are most receptive to was found to be behavioural and contextual. Consumer’s top preference for targeted ads includes targeting based on purchase history (35%) or browsing history (34%). A close second is targeted ads that are contextually relevant to the site a consumer is browsing, stated by a third (33%) of consumers to be their preferred means of targeting. Targeting based on demographic data, such as life stage (19%) or job (15%), was the least preferred method of targeted advertising.