The ability to collect consumer data online has revolutionised digital advertising. By allowing for customised targeting strategies, data collection enabled marketers to better reach the right consumers, at the right time, in the right places. With the expansion of privacy legislation globally, restrictions are creating opportunities to shift toward more innovative strategies. But how do consumers feel?
IAS asked consumers in Australia about data collection and targeted advertising to understand how they perceive privacy and digital advertising practices amid growing legislation. Despite 92% of Australia consumers being concerned about their privacy, most consumers are generally unaware of existing consumer privacy legislation.
Download our research to learn more about how consumers perceive data collection and targeted advertising today.