We asked 11,000 people in 11 markets, including the U.K., what they expect from their online ad experiences.1

Here’s what we learned.
Today, people struggle to trust brands with their information because they don’t know why or how their information is used.
77% of consumers in the U.K. are concerned about the state of their online privacy today.
61% of consumers in the U.K. don’t feel like they understand where they can access information that is collected about them online.
Many people want to know why they see certain ads. But they don’t know where to look.
So what can businesses do to earn people’s trust and increase brand engagement?
At the same time, marketers must adapt to new regulations while continuing to get the user insights they need to deliver relevant ad experiences.
We asked thousands of people this question and learned that ads privacy is a requirement for earning their trust and loyalty.

Let’s talk about what they mean for your business.
Four key levers matter the most:
Earn people’s trust by keeping their information safe and not collecting or sharing it without their permission.


60% of consumers in the U.K. say that if there’s one thing a brand could do to improve its online shopping experience, it would be ensuring that their personal information is safe.
Leading with a relevant user benefit supported by specific reasons to believeusing clear and reassuring languagecan drive trust.
Director, Ads Privacy
Kavata Mbondo
It’s essential to be clear about what you do with people’s information and to help users feel in control of what’s collected.


and control

93% of consumers in the U.K. say that it is important for brands to be transparent about the data they collect on their customers.
In turn, this can
help drive loyalty.
81% of consumers in the U.K. will be loyal to a brand (for example, download its app or buy regularly) if it’s transparent about the data it collects.
Clarifying data use from the very first brand interaction and offering controls beyond basic permissions — controls that let people change their preferences and easily opt in and out of sharing — can help.
Translate it all into something that’s relevant and helpful.


57% of consumers in the U.K. consider it very important to have a personalised experience with a brand.
And this applies
across verticals.
of consumers in the U.K. consider
it very important to have a personalised online shopping experience with a brand.
of consumers in the U.K. consider
it very important to have a personalised online experience with a financial brand.
of consumers in the U.K. consider
it very important to have a personalised experience with travel brands.
From beauty companies investing in AR so that users can virtually try on makeup to retailers using influencers to connect with customers based on their interests, brands are prioritising usefulness to make their experiences more relevant and authentic.
At Google, the concept of usefulness led us to develop My Ad Center, a tool that gives people helpful, in-the-moment controls that allow them to choose the right ad experience for them.
Here’s how.
VP, Ads User Experience
Suzanne Pellican
Today, people want helpful and safe experiences with brands they care about. This is why trust will shape the future of marketing.
By investing in security, transparency, control, and usefulness, we as an industry can strengthen our privacy strategies and grow stronger customer relationships.
Localisation: RCCO (Agency) & Lucy Ferguson
Editor: Marianna Nash
Production Lead: Jenny Maughan


Elizabeth Tran

Ads Privacy Marketing Manager, Google

Sarah Bradley

Group Research & Insights Manager, Google

Story by:

Privacy & Trust

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Design & Production: Grow (Agency)