New Study Shows Privacy Concerns to Heavily Impact Mobile Ad Targeting

New Study Shows Privacy Concerns to Heavily Impact Mobile Ad Targeting

According to a new study by Ad Perceptions, the growing consumer privacy concerns that have prompted stricter rules may temper the growth of mobile marketing and even lead to more fraud.

In a survey involving 305 mobile advertisers and agencies, 82% said that mobile device identifiers, which are used to pinpoint specific smartphone users, are important for ad targeting. However, 53% said that privacy implications are an “urgent issueā€¯, while 50% said that online fraud will significantly affect their mobile ad spending.

Justin Fromm, VP of business intelligence at Advertiser Perceptions, says that the likelihood of fraud increases if advertisers become more reliant on algorithms and programmatic buying due to the lack of identifiers.

Source: Mobile Marketer

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