Survey Reveals 95% of Consumers Demand that Brands Protect their Data and Privacy to Build Trusted, Sustainable Relationships
September 28 2022 - 7:00AM
Business Wire
Conducted by the global research company,
Lucid, the findings show that consumers recognize and reject online
“stalking” and expect companies to lead
Perion Network Ltd. (Nasdaq & TASE: PERI), a global
advertising technology company whose synergistic solutions are
delivered across the three primary channels of digital advertising
– search, social media and display / video / CTV advertising, today
released insights from its survey fielded by Lucid, showcasing that
95% of respondents believe it is vital to buy from brands they
trust, demonstrating that consumers demand data privacy
protection.
“I’ve been carefully observing the privacy trend, but even so
the overwhelming antipathy to digital privacy invasion was still
stunning,” said Doron Gerstel, Perion’s CEO. “This is an
existential moment for brands; while the U.S. government looks to
enforce online privacy, the survey is a clarion call for companies
who are waiting for a new regulatory framework and the looming
cookieless future in 2024.”
“Companies cannot afford to wait,” added Mr. Gerstel, “and the
good news is that they can exceed their privacy-invading
performance by using advanced technology, based on machine learning
and artificial intelligence, that serves the right ads to the right
users - while analyzing real-time data all without storing
historical data and behavior. We will continue to invest in
technologies that do not invade user privacy to protect consumers,
creating a future where consumers can rely on total anonymity from
the brands they engage with.”
The research revealed the
following:
- When ads follow consumers, negativity rises. 89% of
consumers have noticed an ad (or the brand behind the ad)
“following them around” (technically called “retargeting”) on other
sites. 73% feel ads/brands following them around are suspicious,
annoying, makes them feel skeptical or creepy.
- Consumers are not falling for the argument that they’re
being followed in the interest of showing them relevant ads.
Given the stark choice between relevance and privacy, 70% of
respondents came down squarely on the side of privacy. 1
- There are real benefits to making consumers aware they’re
not being tracked. 79% of consumers report they would benefit
from an ad that included a clearly visible seal or other indication
that guaranteed that the brand would not follow them around if they
clicked it. 58% would think more favorably of a brand whose ads
included a privacy-safe seal.
- There are long-term, damaging consequences for brands who
use data without consent. Almost all consumers (95%) think it’s
very/somewhat important to buy from brands they trust.
- Consumers expect companies to take the lead in protecting
privacy. 80% of consumers are angered by the fact that there’s
no way to tell if an ad is tracking them, and they want brands to
take the lead in ending that practice. And almost all (97%) want
brands to start protecting their privacy now, whether or not their
state has privacy laws in place.
To meet the consumer demands captured in the survey, Perion
offers its proprietary AI solution, SORT™ which analyzes real-time,
cookieless data signals to identify users with shared traits and
classify them into a “SmartGroup”. The data signals provide
information on the user the moment they land on a page. SORT™
outperforms traditional targeting with over two-times the delivery
against conventional methods while protecting consumer privacy and
providing total anonymity by not tracking or storing user data.
“We have verified that SORT™ continues to outperform
cookie-based alternatives. It is clear that brands are seeing
success, as the number of advertisers utilizing the technology
nearly doubled since Q1 2022,” said Timur Yarnall, CEO and
Co-Founder of the independent data certification company
Neutronian.
The survey was conducted online between August 5, 2022 and
August 11, 2022 by Lucid, a programmatic research technology
platform that provides access to first-party survey data in over
100 countries. 1,000 participants were surveyed ranging from age 18
to 70 across the U.S., with distribution matched to the general
population by gender and age.
About Perion Network Ltd.
Perion is a global advertising technology company whose
synergistic solutions are delivered across the three primary
channels of digital advertising – ad search, social media and
display / video / CTV advertising. These channels are brought
together by Perion’s intelligent Hub, which integrates the
company’s business assets from both sides of the open Web,
providing significant benefit to its brands and publisher
customers.
For more information, visit Perion's website at
www.Perion.com.
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, and our preliminary results also constitute 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, 2021 filed with the SEC on March 16, 2022. Perion does
not assume any obligation to update these forward-looking
statements.
1When asked to rank Relevance and Privacy on a 1-5 scale, with
(1) Relevance being most important and (5) Privacy being most
important, the scales tipped heavily towards Privacy, with 70%
selecting 4 or 5.
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version on businesswire.com: https://www.businesswire.com/news/home/20220928005430/en/
Dudi Musler VP Investor Relations +972 54 787 6785
dudim@perion.com
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