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 The Intelligent SSP™ (supply-side platform), simplifying advertising for marketers, advertisers, and publishers worldwide. As one of the largest SSPs globally, OpenX combines the industry’s only fully cloud-based infrastructure with leading AI capabilities to make digital advertising easier and more effective across every format, including CTV. Built to responsibly deliver quality, performance, and adaptability, OpenX makes digital advertising safer, smarter, and built for what’s next. Learn more at www.openx.com.
