👀 Consumers willing to watch ads, but fear leaks

Furthermore, 72% stated they would be less inclined to pay to remove ads if the advertising were targeted and interesting.

65% of respondents said they are more concerned about their data being used to train artificial intelligence. This is a sharp jump of 20 percentage points in just 12 months. 66% are more worried about unauthorized access and cybercrime.

97% of consumers agree that platforms should be more transparent about how data is collected and used.

Relevant advertising remains a powerful driver: 62% find new products through it, and 57% find discounts.

The main growth factor in mobile advertising is trust, which is built on a balance of transparency, value, and control.