Privacy concerns worry mobile advertisers: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 29, 2021, 6:38 PM UTC

A white paper on “The State of Measurement, Privacy and Compliance – Top List of Advertiser Priorities” offers guidance for improved mobile advertising campaigns.

Advertisers have major concerns around privacy protection and compliance capabilities afforded by measurement solutions, according to the white paper commissioned by AppFlyer.  But, on the flip side, they are for the most part satisfied with the features provided by their measurement solutions.

Around 81% of the advertisers surveyed in the US, UK and German markets said they are worried about privacy and compliance. These concerns are not misplaced as companies have a “one in three chance” of facing a compliance investigation and run a high risk of being fined by the regulators.

Almost three-quarters of respondents in the US and UK (73%) said they were “concerned,” “more concerned,” or “very concerned.” In Germany, where GDPR has been in force for some time now, 53% of advertisers said they were “concerned,” “more concerned,” or “very concerned.”

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