Study Shows How Consumers Expect Marketers to Balance Data and Transparency
Summary
A national survey by Adlucent revealed that seven out of 10 consumers say they prefer content and ads that are tailored to their personal interests and shopping habits. In fact, nearly half (46 percent) of the survey respondents said that their ideal online experience is having free access to the websites they care most about and only seeing relevant ads. "The age of irrelevant advertising is coming to an end, thanks to both increasing consumer demand for personalization, and access to technology and data that makes it possible," said Michael Griffin, founder and CEO of Adlucent. As one would expect, the recent issues with Facebook have affected peoples opinion of online ads and personalization, but the effect is not as large as some had predicted. According to Adlucents survey, four out of five consumers say the recent media coverage about the Facebook Congressional hearings has made them more aware of their digital data.
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