87% of Consumers Would Opt Out of Ad Targeting Under CCPA Terms

Research shows hardened public attitudes about selling data, but rewards help

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In a recent poll, 87% of panel participants said they would opt out of having their personal information sold to third parties. Illustration: Trent Joaquin; Source: Getty Images

The California Consumer Privacy Act (CCPA) will come into force in January 2020 and as the media industry scrambles for solutions to bring more transparency to data brokerage, research shows marked consumer resistance to ad tech.

@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.