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. 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.
