Concerns over privacy and new regulations have made it more difficult to target consumers online. Increased awareness means that consumers are also taking more control over their own data and the expectations they have of branded ads. However, regardless three quarters of Brits will view mobile and digital adverts in exchange for free editorial content. Over half (58%) will chose a hybrid of ad-supported model instead of subscriptions or paying for an article signalling an opportunity for marketers to reach audiences.
