ARF Research Initiatives: 5th annual (2022) privacy study

Provides results of the fifth annual Privacy Study from the Advertising Research Foundation (ARF), which surveyed 1,273 American consumers in May 2022.
  • Respondents overall were somewhat less concerned (42%) about their online data than they were in 2021, when 48% expressed concern, but they made changes to their privacy settings at about the same rate between the two years.
  • There is clear discomfort surrounding location data, with respondents expressing concern about its use in targeting as compared with some forms of retargeting, and in its potential use in cohort targeting.
  • Consumers are fairly comfortable with being targeted according to their media consumption (76%), prior purchases (74%), search history (64%) and travel history (60%)....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands