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1、November 2024eyeo IntroductionFrank Einecke,CEO,eyeoA?er more than two decades working intechnology,including nearly 15 years at Google,Ijoined eyeo in May 2022.In this role,Ive focusedon a core mission:to turn the web into a moretrusted and accessible place.Conversations with friends or family outs

2、ide of ourindustry o?en offer a sobering perspective.Typically,Ill find myself at a dinner party,explaining what I do for a living.While Imight expect some confusion about how ad tech actually works,more o?en,peoplestart unloading,telling me how awful their digital experiences have becomein greatpar

3、t because of advertising.Obviously,something has gone amiss in the digital ad realm,and with the implicitbargain that advertisers,publishers and ad tech companies have with consumers.Lets be clear here:consumers arent happy.They feel bombarded by flashy or intrusive adsso much so that navigating the

4、 webcan become nearly impossible.You know things have gone wrong when publicationslike The Atlantic are writing lengthy essays about an ongoing“adpocalypse,”or when(bi-partisan)legislation is being proposed to radically transform advertisingtechnology.eyeo set out to go beyond the headlines and anec

5、dotes to uncover where consumerstruly standand how concerned we,as an industry,should be.To get a clearer picture,we partnered with The Harris Poll and surveyed over 2,000 U.S.internet users this pastAugust.The results were eye-opening,revealing much more than we expected.For instance,among desktop

6、users,online ads were cited by 73%of respondents as anextremely,very or somewhat frustrating problemoutranking security(65%)orprivacy(64%).For mobile usersthe frustration numbers were even more stark79%2for mobile ads,versus 69%for security and68%for privacy.The research shows thispattern repeated a