What does "opt-in" mean in digital advertising?

Prepare for the IAB Digital Media Sales Certification Test. Study with flashcards and multiple choice questions, each question has hints and explanations. Get ready for your exam!

"Opt-in" in digital advertising refers to the concept of obtaining explicit consent from users to receive marketing materials and communications. This means that users actively agree to be contacted by businesses or brands, often by providing their email addresses or other personal information. This practice not only ensures compliance with privacy regulations, such as the General Data Protection Regulation (GDPR) and the CAN-SPAM Act, but also builds trust between the brand and the consumer, as individuals are given control over their own data and the types of communications they wish to receive.

Acquiring an "opt-in" signifies that consumers are genuinely interested in the products or services being offered. This is crucial for marketers, as it helps improve engagement rates and ultimately leads to more effective advertising campaigns. In contrast to passive subscription methods or automatic sign-ups, an opt-in approach prioritizes user choice, fostering a better relationship with the audience.

The other options discuss different aspects of digital interactions and privacy, but they do not capture the core concept of "opt-in" as emphasizing the user's explicit agreement to receive communications.

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