Marketing Personalization: One in two people feel spied on

- 54% of US consumers find personalized advertising unpleasant
- 59% of Americans find ad-based tracking invasive
- 44% of US consumers use ad blockers to protect themselves from targeted advertising

A recent YouGov study shows, reports Marketing Dive , that more than half of Americans (54%) find personalized advertising unpleasant. This makes US consumers the most skeptical in an international comparison, followed by British and French consumers. People in Hong Kong, India and the United Arab Emirates, on the other hand, feel most comfortable with personalized ads.

Americans are particularly critical of advertisements based on their previous browsing behavior. 59% find this form of tracking particularly invasive. In addition, the level of discomfort increases with age: while 50% of Gen Z and Millennials are critical of personalized advertising, the figure for Gen X and older generations is as high as 62%. Another problem for marketers: almost half (44%) of American consumers use ad blockers to protect themselves against targeted advertising. Nevertheless, some users also see advantages: 27% of consumers - and even 30% of younger people - find personalized ads helpful for discovering new products.

The study makes it clear that marketers need to find a balance between targeted advertising and data protection. One solution could be more transparency and choice for consumers. 52% of respondents say that a simple opt-out option would make them more reconcilable with personalized ads.