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Parks Associates: Consumers Unaware of Opt-Out Settings With Online Ads

New Research Addresses Big-Data Challenges for Content Owners, Publishers, and Advertisers

DALLAS, TX -- (Marketwired) -- 01/29/14 -- New big-data research from Parks Associates shows consumer awareness of industry opt-out solutions for online ads has remained consistently low for two years. Harnessing the Power of Big Data: New Media and Advertising reports in 2013, 6% of U.S. broadband households had seen the AdChoices Icon displayed with an Internet-based ad, virtually unchanged from 5% reporting in 2011.

"Media owners, publishers, service providers, and advertisers are already sitting on a treasure trove of data from connected devices, apps, and the Internet of Things," said Heather Way, Senior Analyst, Parks Associates. "With companies like Facebook and Twitter ramping up their advertising efforts, there will be more media and industry attention on the collection and use of consumer data. Maintaining self-regulation is important to this industry, and while offering privacy options is a key step, making consumers aware of their options is equally important."

Parks Associates research shows very few consumers are aware of public notices such as the AdChoices Icon, although younger consumers are more familiar with the opt-out options, with 10% of adults 18-34 having seen the AdChoices Icon. The Digital Advertising Alliance's (DAA) AdChoices Icon identifies companies serving targeted online ads and boasts a broad cross-section of program participants, including Google, Yahoo!, Whirlpool, General Motors, and ESPN. The Consumer Choice Page Icon links consumers to a webpage that discloses the ways data target them and provides an easy-to-use, opt-out system.

"Among consumers who clicked on either icon but did not opt-out, over 50% either want to receive personalized ads or are not concerned with the types of Internet ads they receive," Way said. "Instead of giving consumers the option to block customized ads altogether, content owners and publishers should deploy opt-in tools, permitting consumers to choose to receive ads that are personally relevant and useful. As part of this strategy, they would need to explain the benefits of big data to consumers, with incentives such as free and personalized content as primary motivators. Opt-in solutions would also enable the delivery of special offers, coupons, and samples, all of which would undoubtedly draw the attention of consumers."

For information, contact [email protected], 972-490-1113.

About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. http://www.parksassociates.com

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