Singapore: A recent study suggests that more and more people using internet want to remain “invisible”—untraceable and impossible to target by data means—that may impact advertisers who rely on that information to target their audiences.
Surveying consumers in 11 countries around the world, technology research firm Ovum said 68 percent of respondents said they would select a “do not track” feature if this was easily available.
“This hardening of consumer attitudes, coupled with tightening regulation, could diminish personal data supply lines and have considerable impact on targeted advertising, customer relationship management, big data analytics and other digital industries,” the London-based firm said in a statement.
Mark Little, a principal analyst at Ovum, said Internet users were increasingly getting more access to new tools to “monitor, control and secure their personal data as never before”.
