​Digital data has expanded the modern marketer’s toolkit. With users regularly sharing personal data online and web cookies tracking every click, marketers have unprecedented insight into consumers and can serve ads tailored to individual needs. Although digital targeting can improve ad effectiveness, online surveillance can go too far. It can appear creepy and can lead to consumer backlash. This creates a new dynamic: How will targeted ads fare in the face of increased consumer awareness? Awareness could increase ad performance if customers find ads are more relevant. Or, awareness could decrease ad performance if it activates concerns about privacy and provokes consumer opposition. Leslie John has studied these dynamics and will explain the research and findings.

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