- 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%)....
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