The belief that consumers want more targeted, personalized ads has become a digital advertising mantra. But this belief is not entirely true. Based on a study by signs.com, 80% of respondents considered it as an invasion of privacy when they see ads for recently discussed items.
Of course, there are also tons of studies showing that “relevant” ads increase engagement and purchasing. However, many consumers are concern over their privacy and security, and how publishers or advertisers use their data for personalization of ads, social feeds, and news results.
So how do consumers really feel about ad personalization?
The team from signs.com recently surveyed over 1,000 consumers to get insights into their understanding of ad personalization, and when they feel that such ads cross the privacy line.