Jul 09, 2020 07:00:00

As a result of experimenting how many people actually agree to track behavior by website

Due to the enforcement of the

EU General Data Protection Regulation (GDPR), it is mandatory for users to obtain their consent before websites can obtain cookies. However, opt- in consent method lowers the consent rate and makes it impossible to obtain sufficient data for behavioral targeting advertisement, so many websites also adopt a dark pattern to trick users I already know. So, content marketer Marko Saric conducted an experiment to find out, in the case of GDPR-compliant banners, what is the actual consent rate?

Only 9% of visitors give GDPR consent to be tracked
https://markosaric.com/gdpr-consent/

Saric has implemented a banner on the following two websites asking for consent to use cookies.

1: Websites dealing with technical topics
Most of the visitors are via Google's organic search, with a percentage of 60%. Also, 60% of the total is browsing from laptops or desktop PCs.

2: Website dealing with lifestyle topics
Most of the visitors come through organic social media, and the ratio is 70%. Also, 70% of the total is browsing on mobile terminals.

When we conducted an experiment on about 19,000 people using the above two websites, 48% of all took action on the banner requesting permission to use cookies. Only 19% of them agreed to use cookies, which means that only 9% of the users agreed to use cookies.

Below are the detailed numbers, and the opt-in consent rate for all websites is approximately 9%. In the case of opt-out, about 30% are technical sites and about 50% are lifestyle sites.

	Unique visitors	Opt-in	opt out
Technical site	10,600	933	3,257
Lifestyle website	8,100	774	3,984
total	18,700	1,707	7,241

In addition, although there is a high proportion of actions taken on banners when accessing from mobile devices, consent to use cookies has decreased. This is because mobile devices have smaller screen sizes than PCs, and many people want to remove obstructive banners, Saric said.

In addition, websites dealing with lifestyle topics asked for granular permission to share cookies with web analytics (Google Analytics), personalized ads (double-click ads), and social media (Pinterst). Only 1 in 774 people chose the details. This visitor only answered 'No' for Google Analytics and the other two 'Yes', so in the image below, 'Statistics v1.0.0' is 773 and the other two are 774.

To use mainstream targeted advertising on the Internet, you need to use cookies to track your behavior. From the results of this survey, Mr. Saric said, 'Although it is possible to profile users who agreed to use cookies,' the percentage of users who agree to use cookies by opt-in is too low. It is at the stage where we should consider how to monetize.” Google claims that ``stopping targeting ads will halve the advertising revenue of websites'', but on the other hand, there are companies that increased profits by quitting targeting ads and performing traditional content-targeted ads. I will .

In addition, we are also studying a new mechanism to break away from the style of making profit by existing advertisements and distribute profits to content providers and users.

What is the new mechanism that the browser ``Brave'' aims to distribute profits to content providers and users while blocking advertisements-GIGAZINE