More than half (54%) of Australian consumers are unware of data privacy legislation, according to findings from a new survey by digital ad verification firm Integral Ad Science (IAS).
IAS surveyed over 500 consumers in Australia about online data collection, data privacy, and targeted advertising to understand how they perceive data privacy and digital advertising practices amid growing privacy legislations.
The survey found that 85% of consumers in Australia say they're aware that websites and apps collect and share their data for advertising purposes.
Despite 92% being concerned about their privacy, most consumers are generally unaware of existing consumer privacy legislation and regulators, such as the ACCC, CCPA and GDPR.
More than half (56%) hold themselves most accountable for keeping their personal information secure and are starting to take action to help limit online data collection, with 68% clearing and deleting their browser history.
Only 34% of consumers depend on websites and apps they are using for data protection and only 9% put their trust in government bodies to secure their privacy.
When it comes to targeting preferences, almost half of consumers have voted for relevancy in targeting, reporting that they are receptive to some form of contextual targeting.
With the deprecation of cookies underway, behavioral targeting will no longer be possible and contextual targeting will become a proxy for audience data.
The majority of Australia consumers report they are willing to share personal data with shopping (53%) and social media (49%) apps and websites for a more relevant and personalised ad experience.
“The combination of consumer privacy laws and the cookie clampdown is driving advertisers to flock back to contextual targeting and at IAS we help them do contextual with precision and at scale," IAS country manager ANZ Jessica Miles says.
“Contextual solutions are respectful of consumer preferences while still delivering the impact and efficiency that drive results.”
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