Consumers finding personalised targeting more intrusive and irritating

New research from Kantar Millward Brown paints an interesting, if troubling picture of the disconnect between the ad industry and the general public:


% agree ads are more intrusive

Attitude Today Versus Three Years Ago, Source: Kantar Millward Brown

As Facebook's recent travails have demonstrated, many companies in media and ad tech assume a lot based purely on users ticking a box called 'ts and cs'. Above all, when a light is shone on exactly how their data is being used, the public, as well as politicians' feelings about it can change dramatically.

It's also worth reminding ourselves that Cambridge Analytica's data access was apparently nothing unusual at the time, so the negative headlines around personalised targeting are unlikely to be going away soon.

Yet another potential hot potato, hardly touched upon in Zuckerberg's congressional appearances is the question of cross-media 'people-based' targeting - could this be next on the list of the press and governments' interrogation?


Things people think about multichannel advertising

% Endorse, Source: Kantar Millward Brown

What we see in the above graph is the disconnect between the narrative the industry puts forward, and its actual, real world impact. And again, as most prominently set forward by Facebook in the past week, the assumption that more targeting equals more relevant, interesting and even useful 'content' (ads) would result.

The full report - AdReaction global consumer survey 2017 can be viewed here.