The infographic below provides an overview of respondents’ attitudes and awareness in 10 European markets on Online Behavioural Advertising (OBA) and the accompanying EDAA Programme. The 2021 European Advertising Consumer Research Report was commissioned by the European Interactive Digital Advertising Alliance (EDAA) and conducted by Ipsos MORI.
Results show that end-user awareness of – and engagement with – the AdChoices Icon – which provides users with transparency on tailored digital advertising – continue to rise; the positive impact the Icon has on consumer attitudes towards brands and websites whose ads showcase the Icon also sees marked improvement. The EDAA Self-Regulatory Programme can have a positive effect on attitudes too, with favourability towards OBA rising in all countries surveyed when the Icon is displayed.
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