Ad-verse reactions: personalised advertising report 2025

Personalised advertising has become a central component of modern marketing strategies. However, as personalisation becomes more prevalent and sophisticated, so do concerns about privacy, data usage, and the boundaries between helpful recommendations and intrusive targeting.

Drawing on surveys of consumers in Great Britain and 16 global markets, this report provides a reality check for marketers utilising personalisation in their campaigns. In particular, we focus in on the 57% of British consumers who say that personalised ads creep them out, offering insights into the evolving relationship between consumers and advertisers in 2025.

Access the report now to understand:

• How do British attitudes to personalised ads differ from consumers in other global markets?
• Which groups of Brits have the most negative views of personalised ads?
• What kinds of ads are viewed as most invasive?
• What are privacy-concerned consumers doing to combat personalised ad targeting?
• How can companies make consumers feel more comfortable with personalised ads?