A research by technology company The Trade Desk shows that over three in four Brits don’t feel like they have enough control over how their online data is used, including concerns over how it’s being collected.

The research reveals that almost eight in ten UK adults are concerned over the data collection on the internet and nearly seven in ten believe the information provided on data use is hard to understand. This is despite regulatory changes, which came into force almost three years ago, to improve consumer control and understanding around data. This lack of understanding breeds an unwillingness to opt-in to data sharing online, risking the future of online publishers dependent on the revenues of data-driven advertising.

“This research reveals both a concerning lack of trust in online data collection and a strong appetite amongst Brits to better understand how it all works. As an industry, we have an opportunity to come together to give consumers what they clearly want - greater transparency, better control and more straightforward communication,” says Philippa Snare, SVP EMEA at The Trade Desk.

While the majority of Brits understand that advertising plays a critical role in keeping apps and websites free, 85% of UK adults get annoyed when asked to pay for a subscription to unlock website content. In addition, 86% feel the same way when asked to create an account, suggesting a hunger for simplicity and convenience. However, 72% of Brits are more likely to create an account with a brand when they provide clear information about how their data will be used. 

“The impending removal of third-party cookies is putting pressure on the industry to adopt a fairer identity solution, which is privacy safe, easy for consumers to understand and only requires one sign in,” says Snare.