New Survey Reveals that Consumers Want Digital Ads to Carry a “Privacy Guaranteed” Seal
December 15 2021 - 9:00AM
Business Wire
Through a third-party online market research
survey with 1,000 respondents, Perion highlights consumer sentiment
around favoritism for a brand protecting their privacy and
guaranteeing it in real-time
Perion Network Ltd. (Nasdaq: PERI), a global advertising
technology company that delivers holistic solutions across the
three main pillars of digital advertising – ad search, social media
and display / video / CTV advertising – today released insights
from its survey fielded by Lucid regarding consumer reactions to
new technology that alerts them of their privacy-invading ads.
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Perion Survey Reveals that Consumers Want
Digital Ads to Carry a “Privacy Guaranteed” Seal (Photo: Business
Wire)
The responses are from 1000 participants ranging from age 18 to
70 across the United States, matched to the general population by
gender and age. The survey conducted by Lucid identified how
consumers feel when an advertisement is following them, and if they
would favor a brand that visibly protects their privacy with a seal
of protection on the advertisement. Based on the results, consumers
prefer to have the ability to avoid advertisements that are
tracking them and engage with those that do not.
Key Findings
- 74% of respondents would like advertisements to have a clearly
visible seal guaranteeing that the brand is not tracking.
- 87% of respondents said they have noticed when an advertisement
follows them around. Of those, 46% find it suspicious, 41% think it
is creepy and 40% are annoyed by it.
- 83% of people are unhappy that they do not know if a brand is
tracking them.
- 53% of consumers favor brands who protect their privacy.
Recognizing the reality of privacy regulations and guidelines
and consumer sentiment, Perion’s data scientists developed a
proprietary AI technology - SORT™, or Smart Optimization of
Responsive Traits. The platform pulls signals across all
advertising channels and optimizes traffic at scale, yielding
superior engagement metrics and KPIs while protecting consumer
privacy.
“Consumers are increasingly aware of the intrusion of targeted
ads, and how their privacy is being compromised” said Doron
Gerstel, CEO of Perion. “Currently, consumers have no ability to
know in advance if they are being targeted. Our survey demonstrated
that people truly want this capability. At the same time, brands
are under massive pressure to achieve performance goals. Perion’s
SORT technology is designed to enable both.”
SORT is being initially offered by Undertone, a Perion company
and the leader in data-driven, Intelligent High Impact campaigns.
Advertisers have the ability to display a SORT Signal or visible
seal to highlight to consumers that they are protecting their
privacy. Perion requested Neutronian, a pioneer of independent data
quality certification, to review its solution and was awarded with
Neutronian’s Cookieless Certification. SORT is also validated
across campaigns including Colorado Tourism and Owl Labs.
Perion hired Lucid to conduct the survey on their behalf. Lucid
is a programmatic research technology platform that provides access
to first-party survey data in over 100 countries. With its global
community of sample buyers and suppliers, the Lucid Marketplace
enables anyone, in any industry, to ask questions of online
audiences and find the answers they need – fast. Founded in 2010,
Lucid is headquartered in New Orleans, LA with offices throughout
North America, EMEA, and APAC.
About Perion
Perion (Nasdaq:PERI) is a global technology company that
delivers holistic strategic business solutions that enable brands
and advertisers to efficiently “Capture and Convince” users across
multiple platforms and channels, including interactive connected
television – or iCTV. Perion achieves this through its Synchronized
Digital Branding capabilities, which are focused on high impact
creative; content monetization; its branded search network, in
partnership with Microsoft Bing; and social media management that
orchestrates and optimizes paid advertising. This diversification
positions Perion for growth as budgets shift across categories.
About Undertone
Undertone creates memorable ad experiences by thoughtfully
orchestrating solutions across video, advanced TV, rich media, and
social, to drive unmatched brand lift and audience engagement on
virtually every screen, and every device. Their award-winning
creative team uses the company’s 20 years of experience, and
billions of impressions worth of data to intelligently craft
campaigns that can drive full-funnel KPIs while making meaningful
connections with the 200MM+ unique users they can reach every
month. Undertone brings the art and science of advertising together
to intelligently craft campaigns that uplift consumers, brands, and
publishers alike. Visit undertone.com to learn more.
Forward Looking Statements
This press release contains historical information and
forward-looking statements within the meaning of The Private
Securities Litigation Reform Act of 1995 with respect to the
business, financial condition and results of operations of Perion.
The words “will”, “believe,” “expect,” “intend,” “plan,” “should”
and similar expressions are intended to identify forward-looking
statements. Such statements reflect the current views, assumptions
and expectations of Perion with respect to future events and are
subject to risks and uncertainties. Many factors could cause the
actual results, performance or achievements of Perion to be
materially different from any future results, performance or
achievements that may be expressed or implied by such
forward-looking statements, or financial information, including,
among others, the failure to realize the anticipated benefits of
companies and businesses we acquired and may acquire in the future,
risks entailed in integrating the companies and businesses we
acquire, including employee retention and customer acceptance; the
risk that such transactions will divert management and other
resources from the ongoing operations of the business or otherwise
disrupt the conduct of those businesses, potential litigation
associated with such transactions, and general risks associated
with the business of Perion including intense and frequent changes
in the markets in which the businesses operate and in general
economic and business conditions, loss of key customers,
unpredictable sales cycles, competitive pressures, market
acceptance of new products, inability to meet efficiency and cost
reduction objectives, changes in business strategy and various
other factors, whether referenced or not referenced in this press
release. Various other risks and uncertainties may affect Perion
and its results of operations, as described in reports filed by
Perion with the Securities and Exchange Commission from time to
time, including its annual report on Form 20-F for the year ended
December 31, 2020 filed with the SEC on March 25, 2021. Perion does
not assume any obligation to update these forward-looking
statements.
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Perion Network Ltd. Rami Rozen, VP of Investor Relations +972
(52) 5694441 ramir@perion.com
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