Half of the UK's internet users say they're happy to be served advertisements to help pay for the provision of free content.
But 55 per cent of 2,000 people questioned in a survey for the Internet Advertising Bureau (IAB) and ValueClick say they want the ads shown to them to be more relevant. Even more, six out of 10, said that they would rather see fewer, more relevant ads instead of larger numbers of no interest to them.
And according to Marketing magazine, despite more than six out of 10 people being concerned about their privacy while surfing the net, more than two-thirds said they knew how to protect their identity while browsing.
Nick Stringer, director of regulatory affairs at the IAB UK, said the industry needs to “strike a balance” between providing “clear and transparent information and control to empower consumers” whilst “enabling relevant advertising to fund content and services they demand”.