79% of UK Consumers Want to See Contextually Relevant Ads

New Research Proves that People Are More than Ready to Say Goodbye to Audience Tracking

GumGum’s milestone expansion into the EMEA region could not have come at a better time: Audience tracking is out, privacy regulations are in full swing and people all over the world are completely fed up with being followed online.

To better understand the UK market, GumGum commissioned global marketing and research firm, The Harris Poll, to conduct a study to understand consumer preferences, as well as gain insights into consumers’ feelings about behavioral tracking. The study proved that UK consumers are more than ready for advertisers to ditch tracking their behavior and put more emphasis on placing ads that align with the digital environment and content they are looking at.


The Harris Poll conducted this survey online within the United Kingdom from March 16th to March 17th 2022 among 1,027 adults ages 18+. The results were weighted for age within gender, region and education where necessary to align them with their actual proportions within the population. Respondents for this survey were selected from among those who have agreed to participate in surveys conducted by The Harris Poll. They were then asked a series of questions about their ad preferences and perspective on behavioral targeting. The data was then analyzed and compiled.

Data from The Harris Poll


Top findings from the survey include: 

  • Over three quarters of UK consumers (79%) are more comfortable seeing online ads that are relevant to the web page they appear within than ads that are based on their browsing history.
  • A majority of UK consumers (65%) would be more tempted to buy a product from an online ad that is relevant to the web page they are looking at in that moment, compared to only 35% who say they’d be tempted to purchase from an online ad based on content they have viewed in the last 30 days.
  • Four in five UK consumers (80%) would be more open to seeing online ads on a website if the ads don’t require the use of their personal data.
  • A majority of UK adults (66%) say they are uncomfortable with brands tracking their browsing history in order to show them personalized ads online.

Data from The Harris Poll

The Mindset Matrix

This research shows that this shift away from audience tracking isn’t just because of Google or regulations like GDPR, but because it is actually what people want. As human beings, we naturally move in micro-moments and it is essential for digital advertising to move with us - captivating people’s active frame of mind instead of relying on past behaviors. 

To reach people in the moments that matter to them, GumGum has launched a new framework, the Mindset Matrix which will give advertisers what they need to deliver relevant, engaging and effective ads to people without the use of personal data.

The Mindset Matrix is made up of three key components: GumGum’s contextual expertise, attention-grabbing ad creatives and optimizing towards attention to lead to better overall performance. Each of these components is individually powerful but, together they deliver the most effective future-proof solution for advertising in a post-cookie world. To learn more about the Mindset Matrix, download the whitepaper here.

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