Audience Data - Consumers' Relative Comfort

Consumers are least comfortable with behavioral, attitudinal & contextual data

Q: Which types of consumer information are you most comfortable with advertisers using to target relevant online ads? Which types are you least comfortable with advertisers using to target relevant online ads?

Audience Data - Comfort Lifted by Assurances Data is Not-PII

Consumers' comfort with behavioral targeting is largely maintained with assurances that data is anonymous, not personally identifiable

35% are more comfortable

Q: Does the fact that it's not personally identifiable information change your attitude towards the use of behavioral (and contextual) information to target relevant ads?