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AdChoices

Study: 68 per cent of US smartphone users concerned with targeted ads

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By Minda Smiley, Reporter

February 20, 2015 | 2 min read

More than half (68 per cent) of US smartphone users are 68 per cent of US smartphone users are worried about having their activity tracked in order for advertisers to serve them targeted ads, according to an online study

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The report, which was conducted by Ipsos and commissioned by TRUSTe, revealed that one in three people said that information available on AdChoices, a program designed to give users more control over online ads and personal targeting, along with the option to opt out of online behavioural advertising would make them feel better about the idea of targeted ads

Awareness of the AdChoices icon, part of the Digital Advertising Alliance Self-Regulatory Program for online behavioural advertising, increased to 37 per cent, up from 21 per cent last year.

Chris Babel, CEO of TRUSTe, said the findings show that the “majority of Americans are still uneasy about having their online activity tracked for use in targeted ads”, mainly because they feel like they have “limited control”. But rising awareness of the AdChoices icon has the potential for positive impact on consumer attitudes, he added.

Some 77 per cent of US consumers revealed they worry about online privacy and moderated their activity online in the past year.

TRUSTed Ads is a technology solution that gives consumers more control over their online ads by allowing them to opt out of targeted advertising across mobile, tablet, and desktop devices through the Digital Advertising Alliance’s AdChoices icon. TRUSTe is a data privacy management company that enables businesses to safely collect and use consumer data across their customer, employee, and vendor channels.

The study surveyed 1,000 adults aged from 18-75 in the US between 28 Nov and 5 Dec 2014.

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