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DECEMBER 1, 2025 |
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Key stat: Most age groups show negative sentiment as the dominant response to personalized ads, with negativity ranging from 36% to 58%, according to an August 2025 survey from Verve and Censuswide. |
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Beyond the chart: |
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The pushback against personalization doesn't mean consumers ignore targeted ads. In fact, 76% pay attention to relevant ads, and 2 in 3 say relevant ads help them discover products, according to Verve's data.
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Meanwhile, overall sentiment toward digital ads is improving. 57% of consumers feel positively toward ads in general this year, up from 47% in 2024, according to Kantar's "Media Reactions 2025" study. |
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Use this chart: Drop this in your next strategy session when someone pitches "more personalization." Show that negative sentiment spans every generation, from Gen Z to Boomers. The takeaway: Consumers want relevance without the creep factor. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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