Managing director of the Association of Online Publishers (AOP) Richard Reeves answered Press Gazette’s questions about the future of advertising and publishing and explained why data and readers providing informed consent is set to become a key issue.

PG: What challenges are the digital publishing industry facing around data, advertising and consent?

RR: “What we need is a common ground for how consent is requested and communicated so that audiences can clearly understand how their data is used, what their consent enables, and how saying “yes” can benefit their user experience. Too much complexity and it becomes unreasonable to expect the average internet user to understand consent to the point that they can be considered truly informed.