Social media users to drop ad tracking

Almost 70% of UK social media users have already opted out – or are intending to – of advertising tracking on Facebook and Twitter as General Data Protection Regulation gets set to kick in, according to new research. GDPR requires social networks to give users the choice to opt out of tracking, which means ads will not be customised to their interests.

If seven out of 10 of social media users actually opt out, this could make social media marketing more difficult, says Accuracast, which conducted the UK survey. “Simply because targeting the right audience would not be as scientific as it currently is,” the outfit says.

However, Accuracast says user are unlikely to opt out of ad tracking as readily they say they will, pointing to Similar research carried out after Apple introduced ad blocking features on iPhone. The Limit Ad Tracking feature in iOS had been adopted globally by 18% percent of total iOS users, and by only 16.5% of iOS users in the UK.

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