87% of consumers would opt out of having their information sold to third parties

Internet users want information, control and rewards.

A study conducted by BritePool and Annenberg Research, ahead of the California Consumer Privacy Act (CCPA) coming into effect in January 2020, revealed that consumers now have a marked resistance to ad tech. Further, 87% of respondents said they’d opt out of having their information sold to third parties.

Here, 6% opted for “Didn’t know” and 8% went with “just go on to the website.” A subsequent poll which included “Reward me for my personal information” as an option resulted in 61% selecting “Do not sell my personal information.”

This was a 30% decline when they were given an option of selling and rewarding. 21% opted for the newly added option. Bob Perkins, COO at BritePool says that the takeaway is that people largely want information, control and rewards.

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