Most People Are Open To Ad Targeting Based On Their Media Habits

The consensus from ARF's "4th Annual (2021) Privacy Study" is the majority of U.S. consumers accept the use of personal data to improve the relevance of advertising. However, while 72% of consumers said it's acceptable or somewhat acceptable to receive ads based on the media they consume, there's a big gap in acceptance when viewed by age group. According to the report, 46% of people 65 or older believe that receiving targeted ads based on the media they consume is unacceptable, compared to 13% of people aged 25 to 34.