Public opinion of online advertising falls dramatically once consumers understand the underlying adtech process, according to the latest research by Harris Interactive, the Information Commissioner's Office and Ofcom.
Nearly two-thirds (63%) of UK adults said it is acceptable that free to use websites display adverts. However, this drops to just 36% once respondents are provided with a brief description of adtech and the kind of consumer data involved. Those who consider ads on free to use websites as unacceptable rises dramatically, becoming the most common response at 43%.
Although GDPR is an attempt to ease concernsabout...