Integral Ad Science’s survey of more than 1100 US consumers and nearly 350 media digital media experts confirmed heightened concerns about privacy in advertising and the need to manage expectations and maximize success. Ninety-nine percent of consumers surveyed agreed online privacy is important when browsing online, but only half felt confident their data was secure. Interestingly 52% placed the onus on themselves for security. And, while 57% were uncomfortable receiving targeted ads, they admited to still being very likely to act on those ads (66% said they’d visit the sites, and 60% said they’d be likely to make a purchase).

Of the media experts surveyed, nearly two-thirds said understanding data privacy and its impact was a priority – and they’re preparing to staff up to be able to do so.