According to a new survey, responsible data management brings mutual benefit to advertisers and their audiences. Seedtag, a specialist in contextual advertising, has released the results of its survey, conducted by data analytics and market research firm YouGov. The survey looked at consumers’ privacy concerns and attitudes towards advertising across Europe. The main objective was to gain a direct understanding of consumers’ perception of advertising and attitudes towards privacy and security.

Seedtag revealed three key insights from the survey results:

1. Data privacy benefits both consumers and brands.

Consumers see brands in a more favorable light when their data is handled responsibly and their privacy is respected.

According to the data, 82% of respondents believe brands are ending their use of personal data for targeting. Of respondents, 53% reject cookies on some websites, 32% reject cookies on all websites they visit, and 12% provide false information when filling out cookie consent forms. These results indicate that most consumers are reluctant to share their data with marketers, with only 17% sharing positive sentiments about advertisers’ use of their data.

More than 50% of users with negative feelings about targeted advertising based on personal data consider the ads to be irrelevant to them. On the other hand, 47% believe they are unlikely to notice ads, even in high-quality content.

As the data shows, most consumers view ads negatively and view them as invasive. Thus, giving a bad image of brands, leading to negative perceptions of them.

2. Consumers don’t mind receiving advertising in exchange for free content

The survey revealed that there is a wide range of consumer opinions towards advertising, with 58% of participants opting for ad-supported methods in exchange for free content instead of paying for ad models. ‘subscription. Thus, consumers are more likely to be open to interacting with advertisements in order to consume the content they value.

Brands can leverage this discovery to their advantage by adopting a new advertising model that respects consumer data privacy, as many consumers are still willing to receive advertisements.

3. Relevant ads grab attention when placed in the right context

Ads placed with context in mind are more likely to grab attention, according to 53% of users. These respondents said that ads embedded in quality content are more likely to grab their attention and stay in their memory.

Half of the participants considered creativity and visual content among their two most important factors in advertising appeal.

Of those surveyed, 64% had positive feelings about brands that integrated their ads into content that interested them.

Contextual advertising, in addition to value exchange advertising, can be used by brands to deliver positive and effective advertising experiences to consumers in a cookie-free world.

Sherry Mansour, Director of MENA Sales at Seedtag, said: “Consumers are increasingly taking control of their own data and privacy expectations. Research has shown that consumers understand what they want and expect from brands and publishers. Different countries have drastically different requirements and brands and publishers need to understand this and adapt the approach depending on the region. This is a huge opportunity, consumers seem to support moving to a cookie-free environment, so as an industry we need to look for alternatives that don’t require personal data.

The survey was conducted targeting 3,000 Internet users in six countries: France, Germany, Italy, the Netherlands, Spain and the United Kingdom. It highlighted their privacy concerns and preference for being targeted online. Focusing on what users valued most about online advertising, he also explored the context in which ads were displayed. To ensure respondents were representative of the real population, Seedtag’s expert research team analyzed ages in relation to gender and region.

Find the full survey here.