New findings from DoubleVerify found that nearly half of UK consumers use ad blockers, while the majority have opted out of cookie tracking.

The findings are based on a DV-commissioned global survey of 22,000 consumers across 22 markets, examining attitudes toward digital advertising, media quality and AI.

According to DV's UK research:

• Just 40% of consumers say they use an ad blocker, a software tool or browser extension that prevents ads from appearing on websites and videos, compared with 47% globally.
• Meanwhile, 68% say they have opted out of cookie tracking, compared with 68% globally. Tracking cookies are small text files placed by websites or third parties to monitor online activity, remember user preferences and build profiles based on browsing behaviour.

"When it comes to privacy, UK consumers draw a clear line," said Collette Spagnolo, VP, marketing, integrated marketing and analytics, DoubleVerify. "While less than half say they use ad blockers, the majority have opted out of cookie tracking. They're comfortable with advertising, but less comfortable with being tracked across the internet. That makes contextual relevance—showing ads that match the content and experience around them—critical."

DV found that this preference for contextual relevance extended to AI chat experiences. While UK consumers responded negatively to ads shown alongside "highly personal" AI conversations (32% negative vs. 22% positive), ads shown alongside "highly relevant" AI conversations were the only scenario tested where positive sentiment outweighed negative (32% positive vs. 18% negative). The findings suggest consumers distinguish between advertising that is relevant to what they're doing and advertising that feels overly personal.

The findings are part of DoubleVerify's Global Insights: Media Quality in the Age of AI report, which is available for download HERE.