Parks Associates: Consumers Unaware Of Opt-Out Settings with Online Ads
New Research Addresses Big-Data Challenges for Content Owners, Publishers, and Advertisers
"Media owners, publishers, service providers, and advertisers are already sitting on a treasure trove of data from connected devices, apps, and the Internet of Things," said Heather Way, Senior Analyst, Parks Associates. "With companies like Facebook and Twitter ramping up their advertising efforts, there will be more media and industry attention on the collection and use of consumer data. Maintaining self-regulation is important to this industry, and while offering privacy options is a key step, making consumers aware of their options is equally important."
Parks Associates research shows very few consumers are aware of public notices such as the AdChoices Icon, although younger consumers are more familiar with the opt-out options, with 10% of adults 18-34 having seen the AdChoices Icon. The Digital Advertising Alliance's (DAA) AdChoices Icon identifies companies serving targeted online ads and boasts a broad cross-section of program participants, including Google, Yahoo!, Whirlpool, General Motors, and ESPN. The Consumer Choice Page Icon links consumers to a webpage that discloses the ways data target them and provides an easy-to-use, opt-out system.
"Among consumers who clicked on either icon but did not opt-out, over 50% either want to receive personalized ads or are not concerned with the types of Internet ads they receive," Way said. "Instead of giving consumers the option to block customized ads altogether, content owners and publishers should deploy opt-in tools, permitting consumers to choose to receive ads that are personally relevant and useful. As part of this strategy, they would need to explain the benefits of big data to consumers, with incentives such as free and personalized content as primary motivators. Opt-in solutions would also enable the delivery of special offers, coupons, and samples, all of which would undoubtedly draw the attention of consumers."
Harnessing the Power of Big Data: New Media and Advertising examines the state of personalized advertising, analyzing the technologies and companies that are mining consumer data to recommend and enhance relevant advertising across various platforms. It identifies and profiles key players and predicts sectors of early growth.
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Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
The company's expertise includes new media, digital entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, consumer electronics, energy management, and home control systems and security.
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