How Consumers Perceive Ads

Consumers are fairly good at ignoring or tuning out ads. But they are very aware when ads target them based on their online activity. However, that knowledge does not automatically result in a more negative perception of the ads themselves.

Topics

Digital Advertising

Consumer Attitudes on Marketing

Consumer Privacy & Security

Table of Contents

Executive Summary

Consumers are very good at tuning out digital advertising

Most consumers have taken steps to limit or shape the ads they see and hear

Most consumers have noticed ads that use behavioral targeting

Consumers are more aware of behavioral targeting than demographic targeting

Targeting does not make an ad seem substantially more intrusive

Consumers don’t think advertising works on them

How marketers can respond

Sources

Media Gallery

Consumers have a spotty understanding of how their personal data is used to show them targeted online ads. But they are very aware when advertisers use their past digital activity as part of their targeting strategy.

Key Question: How do consumers feel about the use of their personal information for ad targeting? How does it shape their thoughts about ads?

Targeting Does Not Make Consumers View Ads as More Intrusive (% of US consumers who have noticed an ad vs. find it at least

Key Stat: No ad targeting method is viewed as “very intrusive” or worse by a majority of US consumers, per our survey.

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Executive Summary
Consumers are very good at tuning out digital advertising
Most consumers have taken steps to limit or shape the ads they see and hear
Most consumers have noticed ads that use behavioral targeting

Consumers are more aware of behavioral targeting than demographic targeting
Targeting does not make an ad seem substantially more intrusive
Consumers don’t think advertising works on them
How marketers can respond

Sources
Media Gallery

Charts in This Report

Targeting Does Not Make Consumers View Ads as More Intrusive (% of US consumers who have noticed an ad vs. find it at least "very intrusive," by ad format, May 2024)Consumers Often Miss Ads as They Use the Internet (% of US consumers, May 2024)

More Than Three-Quarters of US Consumers Have Used At Least One Privacy Tool (% of US consumers, May 2024)Nearly 8 in 10 US Consumers Say They've Noticed Ads Based On Their Search History (% of US consumers, May 2024)

US Consumers Are More Likely to Notice Behavioral Targeting Than Demographic Targeting (% of US consumers who selected "always" or "often," May 2024)Less Than One-Third of US Consumers Think Targeted Ads Are Even Moderately Influential (% of US consumers, May 2024)

Gen Z Is Almost 3 Times as Likely as Gen X to Find Targeted Ads at Least Very Influential (% of US consumers, by generation, May 2024)

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Targeting Does Not Make Consumers View Ads as More Intrusive (% of US consumers who have noticed an ad vs. find it at least "very intrusive," by ad format, May 2024)

How Consumers Perceive Ads

Behavioral Targeting Is Top of Mind