IAB Study Finds Privacy ‘Growing Concern’ for Mobile Advertisers
Privacy issues have become a “growing concern” for those who advertise on mobile devices, said a Monday news release from the Interactive Advertising Bureau (IAB) announcing the release of IAB’s third edition of the “Marketer Perceptions of Mobile Advertising” study…
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commissioned by IAB’s Mobile Marketing Center of Excellence and conducted by Ovum. Privacy was cited as a “very important” issue by 37 percent of the study’s respondents, which included 200 top-level brand marketing executives, in the current survey, compared with 22 percent in 2013, the release said. “With mobile taking a more prominent role in consumers’ lives each year, an uptick in marketers’ potential concerns surrounding mobile privacy is no surprise,” said IAB Executive Vice President-Public Policy and General Counsel Mike Zaneis. “The IAB is in full support of the Digital Advertising Alliance’s work on this front. Its recent release of new user-friendly tools for mobile choice and transparency brings [a] new level of consumer control to the fast-growing mobile medium,” Zaneis said.