Audience Selling For Publishers
About This Report:
Privacy issues have been part of the discussion at nearly every conference in the online advertising space for the better part of two years. Most of us that work in online advertising have our own personal opinions about how audience data is collected for the purpose of advertising. And while every person that works in the online advertising space is also an Internet user, it is fair to say – no matter where you fall on the user privacy advocacy scale – that individual opinions from people that work in online advertising do not represent the majority of the population. Clearly, if you work in online advertising, you know more about how online advertising works than the general population.
User privacy is paramount, no doubt, but despite all the discussion about privacy in our industry, at universities and now on Capitol Hill, little public data currently exists about what the U.S. general population actually understands about how online advertising works and how users feel about it.
To be sure, studies do exist, but until now, there haven’t been any studies that ask Internet users what they know about online “tracking” and how they feel about it across three critical stages: Before they know how it works, after they know how it works, and after they know how it works and with an understanding of the value-trade offs.Download this report