1、 Striking the BalanceTHE CONSUMER PERSPECTIVE ON PRIVACY,PREFERENCE,AND PERSONALIZATIONJanuary 2025STRIKING THE BALANCE ON CONSUMER PRIVACYContentsStriking the Balance on Consumer Privacy0406Understanding of Current U.S.Data Privacy Laws1219Awareness of the Ad-Supported Free&Open InternetU.S.Data Pr

2、ivacy Laws:Successes&Opportunities26The Consumer Impact of Global Data Privacy Laws 35Call to Action:A Mindful Approach Is Needed2STRIKING THE BALANCE ON CONSUMER PRIVACYStriking the Balance on Consumer Privacy3In 2024,IAB conducted a study revealing the importance that consumers place on the free a

3、nd open internet,and their appreciation for the role that data and personalized advertising play in sustaining it.Despite this recognition,some officials are vilifying data-driven,personalized advertising and accusing the market participants that enable it of“commercial surveillance.”Therefore,as da

4、ta privacy legislation is considered,a balance must be achieved between enabling consumer privacy rights and maintaining a free,open,and easy to understand internet.This years study explores the awareness,usefulness,and perception among U.S.consumers,as well as those in other countries,where nationa

5、l data privacy legislation exists.Important lessons can be learned as the U.S.considers a national privacy law.For this research IAB leveraged its Insights Engine(powered by Attest)and partnered with research firm Talk Shoppe to gain insights among over 1,500 U.S.and 2,500 non-U.S.consumers across t

6、he UK,Germany,Australia,Mexico,and Brazil to uncover:The awareness and perception of the effectiveness of current data privacy legislation and website/app privacy controls.Advertisings role in helping to power the free and open internet,and consumer appreciation for the value exchange of data for se