The news: European consumers value control over their data, but the majority embrace relevant, personalized ads over generic ads, per a new IAB Europe study with research conducted by Kantar.

Some of the study’s top findings:

• 80% of consumers say digital ads can be useful, and more than half agree that fewer personalized ads are less intrusive than more generic ads. Ads must be “relevant, non-intrusive, and add value to [the] online experience.”
• Over 70% of consumers encountering helpful ads describe this as a positive experience.