An August 2025 Verve and Censuswide survey found negative sentiment is the dominant response to personalized ads across most age groups, ranging from 36% to 58%. The pushback against personalization does not mean consumers ignore targeted ads. Seventy-six percent of consumers pay attention to relevant ads, and two in three say relevant ads help them discover products, per Verve's data. Overall sentiment toward digital ads is improving: 57% of consumers feel positively toward ads this year, up from 47% in 2024, according to Kantar's Media Reactions 2025 study. Negative sentiment spans generations from Gen Z to Boomers. Consumers want relevance without the creep factor.
"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. 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."
"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. 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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