Consumers Reject All Online Tracking Without Explicit Consent

Which-50: Consumers Reject All Online Tracking Without Explicit Consent

Originally published: Which-50, 18 November 2019

Consumers comprehensively reject the practice of brands, publishers and platforms tracking their internet behaviour without their explicit consent, according to research commissioned by Which-50.

Yet few sites or services allow for this, and instead assume implicit acceptance based on terms and conditions which few consumers have read — and even fewer understood.

The results represent the complete repudiation of a set of standard practices that the industry calls data marketing, but critics increasingly refer to as surveillance capitalism.

Which-50 asked Pureprofile to survey 1000 consumers about their attitudes to fairly common advertising-technology (adtech) industry behaviours — such as cookie tracking, device ID tracking, and the purchase of third-party consumer data.

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