New research shows 8 out of 10 Aussies don’t feel in control of their online personal data

Beta testing of Unified ID 2.0 in Australia launches today driving industry collaboration to give consumers more control of their data

Sydney, 15 April 2021: New research released today shows almost eight out of 10 (79 per cent) Australians don’t feel like they have enough control over how their online data is used, also citing concerns over how it’s being collected.

The research conducted by advertising technology company The Trade Desk and YouGov found that 81 per cent of Australians are concerned over the collection and use of their personal data on the internet. In addition, Australians reported the highest level of confusion on data use among consumers in the Asia Pacific region. Over seven in 10 (71 per cent) believe the information provided on how their online data is being used is hard to understand.

This lack of understanding may breed an unwillingness to ‘opt-in’ to share data online, risking the future of online publishers dependent on the revenues from data-driven advertising. However, Aussies have a strong appetite to learn, with 85 per cent stating they would like to better understand what data is being collected as they browse the internet. At the same time, more than half (56 per cent) are more comfortable with their data being used for advertising when they have more control over its use.

The research supports the move to develop a more privacy-conscious identity solution that puts the consumer in the driver’s seat. Initially developed by The Trade Desk, Unified ID 2.0 is an industry-wide initiative to pioneer an upgraded alternative to third-party cookies. Unified ID 2.0 has been designed from the consumer’s perspective, upgrading privacy and control for consumers, while preserving the value of relevant advertising. Beta testing for Unified ID 2.0 will begin in Australia with media companies and technology providers including ARN, Southern Cross Austereo, Unruly, Criteo, Index Exchange, LiveRamp, Magnite, Nielsen, OpenX, PubMatic. will be an independent operator of the ID’s technical infrastructure.

James Bayes, General Manager of The Trade Desk Australia and New Zealand, commented on the findings and the announcement about beta testing of Unified ID 2.0 in Australia: This research reveals both a concerning lack of trust in online data collection and a strong appetite amongst Australians to better understand how it all works. Beta testing of Unified ID 2.0 in Australia could not come at a better time for the industry.

“I’m thrilled to see us as an industry come together to give consumers what they clearly want - greater transparency, better control and more straightforward communication.” Mr. Bayes said.

Mr. Bayes continued: “As third-party cookies go away, the industry is under pressure to adopt a fairer identity solution. It’s clear that we need to come together to create an upgraded solution that’s more secure, better explains the value exchange of the internet to consumers, and improves consumer controls. That’s what’s driving beta testing of Unified ID 2.0 here in Australia as the industry looks to a new common currency for the internet that improves the experience for everyone – advertisers, publishers and consumers alike.”


All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1050 adults. Fieldwork was undertaken between 18th - 21st March 2021. The survey was carried out online. The figures have been weighted and are representative of all AU adults (aged 18+).

About The Trade Desk:

The technology company The Trade Desk™ enables brands and agencies to purchase digital advertising. Using the cloud-based self-service solution, media buyers can control and optimize data-driven advertising campaigns in various formats and on different end devices. Integrations with key data, media inventory and publisher partners ensure maximum reach for independent, data-based purchasing decisions. Enterprise APIs enable customers to develop individual solutions based on the cloud platform. The Trade Desk is headquartered in Ventura, California and has offices in the United States, Europe and Asia Pacific. For more information, visit or follow us on Facebook, Twitter and LinkedIn.