While low opt-out rates are often interpreted as a sign of confusion or apathy in consumers, new insights suggest otherwise. In fact, at least one-third of consumers understand opt-outs well enough to protect their personal information when it matters most — especially in sensitive areas like health data.
As more than 18 state privacy laws take effect by 2026, understanding opt-outs is critical. These privacy signals are a major, but often overlooked, driver of signal loss across web, app, and CTV.
We’ve analyzed billions of ad requests to uncover what’s really happening in the bidstream and how marketers can adapt. Get the full picture in our white paper: Addressability Beyond Cookies.
About OpenX
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.
