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IAB Spain's Research on the State of Digital Privacy

Nov 30,2023
Amy Mazzola
KnowledgeHubPrivacy & Data Protection

IAB Spain have released their First Study on the State of Digital Privacy, an initiative carried out by its Data Commission. The study is sponsored by Publicis Groupe/ERIS and Wemass, and was carried out in collaboration with the Elogia research institute.

According to the study, 70% of Internet users consider it necessary to accept cookies to access certain content. Furthermore, 50% of Internet users believe that by providing their data they help personalise the advertising and content displayed by the websites.

For Internet users, the main benefits of accepting cookies are: accessing more personalised content (42%), seeing personalised advertisements (38%), recording anonymous data for statistical purposes (31%) and being able to see the full screen after the cookie notice disappears (27%). 6 out of 10 believe that websites survive thanks to the advertising they show to Internet users, and 85% prefer to have free access to the contents of a website, despite having to see advertising.

For their part, 48% of professionals in the sector consider that the effectiveness measurement will lose capacity after stopping using third-party cookies. Additionally, CMP (32%), data files (31%) and CRM (31%) are the tools that professionals primarily use to collect and manage customer data.

To find out more download the report below

Download Here

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