TRUSTe has released its third US “Consumer Data Privacy Study – Advertising Edition,” indicating rising privacy concerns among online adults. 9 in 10 consider the issue to be really (55%) or somewhat (36%) important and 64% are more concerned than a year ago. Coming on the heels of the DAA’s withdrawal from the W3C Tracking Protection Working Group(TPWG), TRUSTe’s survey also finds that 52% of respondents do not like being tracked by advertisers in order to provide more targeted advertising. While many (41%) are neutral on the topic, few (8%) actively like it.
Source: Marketing Charts