iWorld
Media experts are concerned about changing policies impacting their digital media buys: Report
Mumbai: Integral Ad Science (IAS), in collaboration with YouGov and a market research firm, has released its report ‘2022 Future of Privacy-First Advertising.’
IAS surveyed 346 digital media experts and 1,131 consumers about their opinions on the future of ad targeting, upcoming changes to online data and privacy policies, and how media quality solutions can help marketers be more effective.
The findings revealed that consumers have serious concerns about the security of their personal information when using the internet; that they are unaware of the laws governing the collection and use of their personal data; and that they are very uncomfortable when their online activity is used for advertising.
IAS Global chief commercial officer Yannis Dosios said, “With upcoming online data and privacy policy changes coming down the pipe, privacy continues to be a priority for both consumers and media experts.”
He further added, “IAS is well-suited to help ease the concerns of privacy policy transitions through our contextual targeting solutions that will help advertisers reach their ideal audience at scale, all while respecting their privacy.”
The report explores a gap between what organisations are actually doing to deal with these changes and how crucial it is for media professionals to understand data privacy policies, as well as how concerned they are about how these policies will affect their work.
The report also examines how brands are currently dealing with cookie depreciation through contextual, privacy-first advertising strategies that don’t use individuals’ personal information to target customers.
Online data privacy
One of the report’s key findings was that while consumers value online data privacy, their trust in the security of their online data is low.
While consumers agree that data privacy is important, only half (50 per cent) are confident in the security of their online data while surfing the web. More than two-thirds (67 per cent) of consumers also claim to be more cautious than ever when it comes to their privacy and online data.
Targeting techniques
The study also discovered that consumers are aware of various targeting techniques. However, they might feel uncomfortable with their data being used for advertising.
Although the majority of consumers (68 per cent) are still uncomfortable with personalisation, despite the fact that 90 per cent (nine in ten) of users are aware that websites and apps collect and share their data for advertising purposes.
Brands have the chance to change the targeted ad experience so that contextual relevance is the driving factor. This would result in a better user experience for consumers and better results for advertisers.
Privacy policy
Although the majority of media experts are concerned about evolving privacy policies, many are unaware of them and the majority lack a clear management strategy.
Almost two-thirds (62 per cent) of media experts concur that this year it is important to understand data privacy, and an overwhelming majority (89 per cent) say that brands are particularly concerned about PII privacy.
However, only about half of digital media experts are knowledgeable about privacy policy-related topics pertaining to browsers (53 per cent), regulations (51 per cent) or mobile identifiers (45 per cent).
Furthermore, only 36 per cent of media experts claimed that their company had set up a team to handle upcoming policy changes, while 29 per cent said that they had taken no action.
Contextual content
The report suggested that brands should match their advertisements with contextually relevant content that appeals to consumers more.
After seeing a targeted advertisement, 66 per cent of consumers said they are likely to visit a brand’s or product’s website.
Considering consumers’ privacy concerns and desire for relevance, contextual targeting is an easy option for advertisers, but only 29 per cent of media experts have used this tactic.
The majority of media experts (51 per cent) concur that ad buyers and sellers must actively cooperate throughout privacy changes and that media quality solutions will become more crucial for ensuring the right audiences are reached.
iWorld
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
