New Survey Reveals that Consumers Want Digital Ads to Carry a “Privacy Guaranteed” Seal

Through a third-party online market research survey with 1,000 respondents, Perion highlights consumer sentiment around favoritism for a brand protecting their privacy and guaranteeing it in real-time

Perion Network Ltd., a global advertising technology company that delivers holistic solutions across the three main pillars of digital advertising – ad search, social media and display / video / CTV advertising – today released insights from its survey fielded by Lucid regarding consumer reactions to new technology that alerts them of their privacy-invading ads.

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“Currently, consumers have no ability to know in advance if they are being targeted. Our survey demonstrated that people truly want this capability. At the same time, brands are under massive pressure to achieve performance goals. Perion’s SORT technology is designed to enable both.”

The responses are from 1000 participants ranging from age 18 to 70 across the United States, matched to the general population by gender and age. The survey conducted by Lucid identified how consumers feel when an advertisement is following them, and if they would favor a brand that visibly protects their privacy with a seal of protection on the advertisement. Based on the results, consumers prefer to have the ability to avoid advertisements that are tracking them and engage with those that do not.

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Key Findings

• 74% of respondents would like advertisements to have a clearly visible seal guaranteeing that the brand is not tracking.
• 87% of respondents said they have noticed when an advertisement follows them around. Of those, 46% find it suspicious, 41% think it is creepy and 40% are annoyed by it.
• 83% of people are unhappy that they do not know if a brand is tracking them.
• 53% of consumers favor brands who protect their privacy.

Recognizing the reality of privacy regulations and guidelines and consumer sentiment, Perion’s data scientists developed a proprietary AI technology – SORT™, or Smart Optimization of Responsive Traits. The platform pulls signals across all advertising channels and optimizes traffic at scale, yielding superior engagement metrics and KPIs while protecting consumer privacy.

“Consumers are increasingly aware of the intrusion of targeted ads, and how their privacy is being compromised” said Doron Gerstel, CEO of Perion. “Currently, consumers have no ability to know in advance if they are being targeted. Our survey demonstrated that people truly want this capability. At the same time, brands are under massive pressure to achieve performance goals. Perion’s SORT technology is designed to enable both.”

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