What data will people share for personalised ads

Personalisation has long been a holy grail for marketers looking to sell efficiently, but people’s attitudes to the use of certain information varies wildly, according to a new survey.

Why it matters

Data protection and privacy regulations are key concerns for brands as regulatory pressure and consumer awareness grows, so being able to do more with less data matters.

New research from personalisation/dynamic creative agency A Million Ads, which surveyed 1000 UK consumers, finds that while 61% of respondents were either very or somewhat willing for brands to personalise ads if it keeps content free, a greater proportion (77%) get somewhat or very annoyed at seeing the same ad many times over. The reminder: everything in moderation.

What data are people happy to share

• Gender: 66%
• Age: 57%
• Preferences / interests: 53%
• Language: 53%
• Occupation: 32%
• Browsing behaviour: 30%
• Name: 26%
• Household income: 17%

Sourced from A Million Ads