As the digital economy becomes more privacy-by-design, IAB surveyed over 1,500 consumers to gain insights into their thoughts, preferences, and concerns regarding their personal data and digital advertising overall.
With personal data being a key facet of the free and open, ad-supported internet, the research gauged to what extent consumers understand what is meant by personal data. It also explored how consumers enjoy and value the Internet, how they perceive the role of advertising, what their willingness is to pay for currently free online services, and what their preferences and concerns are when sharing their data.
The Free and Open Ad Supported Internet: Consumers, Content, and Assessing the Data Value Exchange reveals the results to the questions posed above . . .
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