As the post-cookie era dawns for marketers and brands, a new report from ad verification firm Integral Ad Science (IAS) suggests varying awareness and willingness among consumers to take control of their own data. Surprisingly, those in more advanced markets like Singapore appear less aware of evolving privacy rules than those in some developing economies.
According to these reports, over nine in 10 consumers (93%) in Indonesia are aware of privacy norms, compared to 71% in Singapore and just 54% in Australia. Yet, over two-thirds of respondents in Singapore said they held brands responsible for their data, compared to 86% in Indonesia.
As advertisers and brands look for new ways to target consumers, 61% of consumers in Singapore said they were amenable to behavioural targeting and almost half of them said they had received some form of contextual targeting. Indonesians, however were less open to behavioural targeting with only 50% receptive to it, even though the same share of consumers were open to contextual targeting.
Behavioural targeting monitors shoppers’ online behavior and places ads accordingly, while contextual focuses on the content of webpages. IAS ran an online survey in Singapore, Indonesia, and Australia and surveyed over 500 consumers in each market about their awareness of consumer privacy data legislation, how they perceive data collection and targeted digital advertising practices.
Even as consumers become acutely aware of these changing norms, they are relying more on their own wits in keeping their personal information secure, rather than leaning on governments and brands to do so. Across markets, a similar number of respondents said they were responsible for keeping themselves and their data secure.
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