Most consumers think ad personalisation is unethical and believe brands are listening in

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 30, 2019, 12:57 PM UTC

A survey from asked more than 1000 consumers about ad personalisation.

This piece says that while retargeted ads can be helpful in some cases, around 52% of people think that ad personalisation is an unethical practice. About 80% of respondents in the survey felt their privacy undermined when they saw ads on products discussed by them.

Consumers are also worried about how companies collect data, with around 60% believing that their phone or laptops listen to their conversations. While most people see personalised ads frequently on Facebook, 44.5% of people are also distrustful of the social media giant. 

According to the survey, around 34.1% of millennials surveyed have turned off personalised ads through adblockers. Consumers were more open to brand emails than social media ads, with 24.5% clicking through emails, with only 16.4% for social media.

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