Less than half of Canadians are aware of the two-year-old AdChoices program alerting them to the presence of “targeted ads” that reflect their browsing history, says a new study from the Digital Advertising Alliance of Canada (DAAC).
However, the DAAC says awareness of the voluntary program is at a “respectable level” given its relative newness.
A survey of 1,000 Canadians conducted by Synqrinus finds just 38% of Canadians recognize the AdChoices icon, a tiny blue triangle containing an “i” that is typically housed in the top corner of online ads.
When people click on the triangle, they are provided with information about how ads are targeted to them and given the ability to change their privacy settings.
The study finds awareness of the AdChoices logo rises to 46% among millennials. “The millennials get it,” says Julie Ford, the DAAC’s executive director.
It reveals familiarity with specific aspects of online advertising is “widespread,” with 68% of respondents (and 77% of millennials) saying they are aware they are served specific ads based on their browsing activity, and 67% of respondents (75% of millennials) saying they are aware data is used to guess their interests.
In addition, 65% of respondents (and 71% of millennials) are aware data about them is collected online, while just over half (53%, including 68% of millennials) are aware advertising supports free online services.
The study also uncovers a strong “positive shift” in attitudes toward internet-based advertising after learning about the AdChoices program, with 58% millennials and 50% of all respondents reporting a shift in attitudes.
The report also says a clear majority of users (54%) and millennials (57%) report a higher level of trust in brands using the Canadian AdChoices program.
DAAC says more than 70 advertisers, publishers and third parties including DSPs, data aggregators, trade desks and exchanges are currently utilizing the AdChoices icon.
The study concludes more than three-quarters of respondents (78%) and 79% of millennials are more likely to notice the AdChoices logo after learning about the program.
