Online privacy is an increasingly popular topic that leaves many confused about how their data is being used on the internet. Many media outlets overshadow the positive effects of data-based personalization with online scandals such as the Facebook Data Breach, and cause the average online user to question their habits when surfing the web. However, when users are informed that their data is strictly being used for marketing, 64% do not mind their data being processed for a personalized ad experience.
A large part of the controversy behind data privacy also includes the conversation of consent, and whether companies are allowed to take a user's information without them aware. The EU has tackled this issue by passing the Europe’s General Data Protection Regulation, otherwise known as GDPR, to provide transparency and consent for users. With new laws in Canada, California and others, plus potential federal US legislation, 57% of users said they would consent to businesses accessing their personal information so long as they asked permission.
This data suggests that there is a real opportunity -- even with privacy-focused adblockers -- for digital publishers to engage their users in a transparent and meaningful way as the Internet enters its age of consent.
For more survey results from Admiral’s Adblock Research Panel, please feel free to contact Michael Yeon, VP, Marketing at: firstname.lastname@example.org