News & Cases

How many users refuse cookies, and why does it matter? In today’s digital landscape, privacy concerns are at an all-time high and the subject of online tracking cookies is one of intense debate. With growing concerns about personal data protection and stricter regulations, users are becoming more selective about what they share online. But how many people actually refuse cookies? And more importantly, who are they? To answer these questions, we collaborated with research agency Motivaction to investigate user interactions with consent management platforms and tracking cookies. After surveying 1,035 respondents aged 18-75, our research revealed critical insights into privacy awareness, cookie consent preferences and the impact of ‘refuse all’ buttons on user behaviour. Let’s take a closer look at our key findings, what they mean for advertisers and publishers and how they can remain competitive without compromising user privacy.