How do EU citizens perceive digital advertising since GDPR?

Posted on: Friday 20 September 2019

Research conducted by the European Interactive Digital Advertising Alliance (EDAA) shows that how consumer perspectives of digital advertising have shifted since GDPR was introduced last year

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The consumer research was conducted in March 2019 in the UK, France, Germany, Poland and Spain. Key findings include:

Improving consumer awareness and understanding of online data usage and addressing misconceptions increase positivity towards online advertising

  • Despite slight market differences, 3 in 4 consumers have a perceived general awareness of GDPR, but not necessarily an understanding of its role and impact

  • Understanding of the use of data in online advertising varies by age and market

Improving consumer trust in how their data is used helps perceptions and encourages openness from consumers

  • 40% of respondents agree they feel more knowledgeable since GDPR about the way in which information about them is collected and used online

  • Higher levels of knowledge of GDPR tend to coincide with higher levels of knowledge about online data, comfort sharing data and comfort with online behavioural advertising (OBA)

Providing consumers with increased transparency over their online data is business-critical and EDAA can help improve this further

  • Despite its discreet positioning, 1 in 3 consumers have used the AdChoices Icon

  • Understanding of online behavioural advertising (OBA) increases when using the AdChoices icon and youronlinechoices.eu

Download an infographic of the findings below.

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

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