BUSINESS: Research + Stats New Study Probes Consumer Attitudes Toward Digital Advertising By Staff Tuesday, August 31, 2021 11:08 AM About half of adult U.S. internet users say that when brands use their data in advertising, it helps them discover (50 percent) and find (49 percent) products and services that interest them—but 44 percent said this often feels invasive, according to a March 2021 survey by the marketing agency Merkle. The survey results were cited in a recently eMarketer.com article that observed that most consumers now proactively avoid advertising, whether by using ad blockers, paying for ad-free digital media experiences, or skipping ads. “Even with incentives to view ads or share data, such as free content or rewards, many still aren’t comfortable with how companies use their data to target them with ads,” eMarketer noted.As publishers shift to subscription models, consumers are opting to pay to receive digital content without ads or with reduced ad loads, eMarketer observed, adding that “in most media channels, consumers are more likely to accept ads when they don’t have to pay to subscribe or can pay less for a subscription. Consumers are also more receptive to lighter, less intrusive ad experiences and incentivized ads that give them more control, such as rewarded video ads.”To learn more, click here.