Commentary: Consumers Dislike Targeted Ads, Resent Privacy Intrusion (

In order to justify their aggressive data-tracking practices, marketers, publishers and platforms have long argued that consumers want more relevant ads.

“People consistently tell us that if they’re going to see ads, they want them to be relevant,” Mark Zuckerberg wrote in The Wall Street Journal, earlier this year.

Yet, some new research suggests consumers actually find targeted ads to be rather irksome.

In fact, 79% of U.S. respondents say they consider targeted mobile ads to be “annoying,” per a study conducted by London-based mobile technology startup Ogury.

Ironically, in this age of unbridled social media use, the findings suggest consumers are becoming sensitive to perceived privacy intrusions.
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