research-article

People's Perceptions of Personalized Ads

Authors:

Katie O'Donnell,

Henriette CramerAuthors Info & Claims

WWW '15 Companion: Proceedings of the 24th International Conference on World Wide Web

Pages 1293 - 1298

https://doi.org/10.1145/2740908.2742003

Published: 18 May 2015 Publication History

Abstract

Advertising is key to the business model of many online services. Personalization aims to make ads more relevant for users and more effective for advertisers. However, relatively few studies into user attitudes towards personalized ads are available. We present a San Francisco Bay Area survey (N=296) and in-depth interviews (N=24) with teens and adults. People are divided and often either (strongly) agreed or disagreed about utility or invasiveness of personalized ads and associated data collection. Mobile ads were reported to be less relevant than those on desktop. Participants explained ad personalization based on their personal previous behaviors and guesses about demographic targeting. We describe both metrics improvements as well as opportunities for improving online advertising by focusing on positive ad interactions reported by our participants, such as personalization focused not just on product categories but specific brands and styles, awareness of life events, and situations in which ads were useful or even inspirational.

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Cited By

Balaskas SKotsari GRigou M(2024)Perspectives of Young Digital Natives on Digital Marketing: Exploring Annoyance and Effectiveness with Eye-Tracking AnalysisFuture Internet10.3390/fi1604012516:4(125)Online publication date: 8-Apr-2024
https://doi.org/10.3390/fi16040125
Khan SIqbal MOsho OSingh KDerrick KNelson PLi LSidnam-Mauch EBannister NCaine KKnijnenburg B(2024)Teaching Middle Schoolers about the Privacy Threats of Tracking and Pervasive Personalization: A Classroom Intervention Using Design-Based ResearchProceedings of the 2024 CHI Conference on Human Factors in Computing Systems10.1145/3613904.3642460(1-26)Online publication date: 11-May-2024
https://dl.acm.org/doi/10.1145/3613904.3642460
Rigou MSirmakessis SPanagiotarou ABalaskas S(2023)Online Ads Annoyance Factors: A Survey of Computer Science StudentsOnline Advertising [Working Title]10.5772/intechopen.110169Online publication date: 23-Feb-2023
https://doi.org/10.5772/intechopen.110169
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Index Terms

People's Perceptions of Personalized Ads
1. Information systems

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Published In

cover image ACM Other conferences

WWW '15 Companion: Proceedings of the 24th International Conference on World Wide Web

May 2015

1602 pages

ISBN:9781450334730

DOI:10.1145/2740908

General Chairs:
Aldo Gangemi
National Research Council, Italy & Paris 13 University-CNRS, France
,
Stefano Leonardi
Sapienza University of Rome, Italy
,
Alessandro Panconesi
Sapienza University of Rome, Italy

Copyright © 2015 Copyright is held by the International World Wide Web Conference Committee (IW3C2).

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IW3C2: International World Wide Web Conference Committee

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SIGWEB: ACM Special Interest Group on Hypertext, Hypermedia, and Web

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 18 May 2015

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WWW '15

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IW3C2

WWW '15: 24th International World Wide Web Conference

May 18 - 22, 2015

Florence, Italy

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Overall Acceptance Rate 1,899 of 8,196 submissions, 23%

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Cited By

Balaskas SKotsari GRigou M(2024)Perspectives of Young Digital Natives on Digital Marketing: Exploring Annoyance and Effectiveness with Eye-Tracking AnalysisFuture Internet10.3390/fi1604012516:4(125)Online publication date: 8-Apr-2024
https://doi.org/10.3390/fi16040125
Khan SIqbal MOsho OSingh KDerrick KNelson PLi LSidnam-Mauch EBannister NCaine KKnijnenburg B(2024)Teaching Middle Schoolers about the Privacy Threats of Tracking and Pervasive Personalization: A Classroom Intervention Using Design-Based ResearchProceedings of the 2024 CHI Conference on Human Factors in Computing Systems10.1145/3613904.3642460(1-26)Online publication date: 11-May-2024
https://dl.acm.org/doi/10.1145/3613904.3642460
Rigou MSirmakessis SPanagiotarou ABalaskas S(2023)Online Ads Annoyance Factors: A Survey of Computer Science StudentsOnline Advertising [Working Title]10.5772/intechopen.110169Online publication date: 23-Feb-2023
https://doi.org/10.5772/intechopen.110169
Nisenoff ABorem APickering MNakanishi GThumpasery MUr BCalandrino JTroncoso C(2023)Defining "broken"Proceedings of the 32nd USENIX Conference on Security Symposium10.5555/3620237.3620440(3619-3636)Online publication date: 9-Aug-2023
https://dl.acm.org/doi/10.5555/3620237.3620440
Tran TBlanchflower TLin C(2022)Examining the effects of Facebook’s personalized advertisements on brand loveJournal of Marketing Theory and Practice10.1080/10696679.2022.209663732:1(61-80)Online publication date: 12-Sep-2022
https://doi.org/10.1080/10696679.2022.2096637
Tahaei MFrik AVaniea KChiasson S(2021)Deciding on personalized adsProceedings of the Seventeenth USENIX Conference on Usable Privacy and Security10.5555/3563572.3563602(573-595)Online publication date: 9-Aug-2021
https://dl.acm.org/doi/10.5555/3563572.3563602
Hsiao JBentley F(2021)Exploring Email-Prompted Information NeedsProceedings of the ACM on Human-Computer Interaction10.1145/34798615:CSCW2(1-33)Online publication date: 18-Oct-2021
https://dl.acm.org/doi/10.1145/3479861
Saha KLiu YVincent NChowdhury FNeves LShah NBos MKitamura YQuigley AIsbister KIgarashi TBjørn PDrucker S(2021)AdverTiming Matters: Examining User Ad Consumption for Effective Ad Allocations on Social MediaProceedings of the 2021 CHI Conference on Human Factors in Computing Systems10.1145/3411764.3445394(1-18)Online publication date: 6-May-2021
https://dl.acm.org/doi/10.1145/3411764.3445394
Liu SPeng DZhu HWen XZhang XZhou ZZhu M(2021)MulUBA: multi-level visual analytics of user behaviors for improving online shopping advertisingJournal of Visualization10.1007/s12650-021-00771-1Online publication date: 22-Aug-2021
https://doi.org/10.1007/s12650-021-00771-1
Peng DTian WZhu MRen YLin XLi M(2020)TargetingVis: visual exploration and analysis of targeted advertising dataJournal of Visualization10.1007/s12650-020-00671-wOnline publication date: 10-Jul-2020
https://doi.org/10.1007/s12650-020-00671-w
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