Context Matters! - IAS Insider | The MarTech Alert |

Consumers prefer brands to target them based on their behaviour and context:
48% prefer contextually targeted ads
35% are receptive to ads based on their previous purchases 
34% want to be targeted based on their browsing history


Consumers are growing more aware of their data privacy online
87% are aware websites and apps collect and share their data for advertising purposes
67% are confident in the security of their data
50% believe the security of their data is their own responsibility


There remains resistance from consumers around the sharing and understanding of how their data is used :
62% are still clearing/deleting their browser history
61% would prefer a less targeted ad experience, rather than sharing their data
33% are not even aware of any data privacy regulations