Parks Associates has released digital media research at the TV Connect Show in London showing that 59 per cent of pay-TV subscribers in US broadband households are bothered by the fact that advertisers use their personal viewing data to push personalised ads to them. The International research firm also found that nearly 40 per cent of pay-TV subscribers worry about the safety and use of their personal data when they use an online video service.

Source: 59% US pay-TV subs push back when ads use personal data |