It doesn’t surprise me to see statistics such as these. I’ve been recruiting into digital advertising for eight years and how things have evolved that time is astounding; a lot of which is all about targeting methods and how to get ads in front of the right audiences.
That said, when I get served ads for things that I haven’t searched for but perhaps only spoken about to friends or discussed in WhatsApp conversations, that seems a step too far - even to me!
I'm all for free content and understand that ads prevent us from paywalls all over the internet but think it's important advertisers think about their targeting methods because ads deemed intrusive is more likely to switch audiences off from their brands rather than draw them to it.
Two-thirds of respondents ( 63%) who took part in the online survey initially said it was acceptable for websites to display advertising in exchange for the site being free to access. However, after respondents were shown an explanation of the adtech ecosystem, including the types of information websites share with advertisers, this figure fell to just over a third ( 36%), while 43% said it was unacceptable, up from 14% prior to the information being shown.