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?

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