A new study released by UM, MAGNA, and privacy browser Brave reveals that consumers are more likely to support brands in online environments where they have control. While most people, including Gen Z and Millennials, understand the role online ads play, the majority report negative feelings about ad load (67%) and ad tracking that feels creepy (70%).

Rather than ad-blocking, 79% of internet users would prefer to have more control over the content they receive. If they could control their online ad load, 81% of participants say they would consider using more ad-supported websites.  

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