IAB Spain's Research on the State of Digital Privacy

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

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