2016 European Advertising Consumer Research Index

EDAA/TRUSTe research shows the digital advertising self-regulatory programme continues to improve consumer attitudes towards interest-based advertising.

The research shows an icon aimed at providing greater transparency and control over online behavioural advertising (OBA), commonly referred to as interest-based advertising, is improving consumer attitudes towards OBA and growing in awareness.

For example, when presented with information provided by clicking on the icon and having the opportunity to manage their privacy preferences, more than 2 in 5 respondents (44%) across the 15 countries surveyed reported being more favourable towards the concept of OBA.