Executive Summary

Most consumers now proactively avoid advertising, whether by using ad blockers, paying for ad-free digital media experiences, or skipping ads. But even with incentives to view ads or share data, such as free content or rewards, many still aren’t comfortable with how companies use their data to target them with ads.

When are consumers more tolerant of advertising?

As publishers shift to subscription models, consumers are opting to pay to receive digital content without ads or with reduced ad loads. But in most media channels, consumers are more likely to accept ads when they don’t have to pay to subscribe or can pay less for a subscription. Consumers are also more receptive to lighter, less intrusive ad experiences and incentivized ads that give them more control, such as rewarded video ads.

Why do internet users block ads?

Internet users mainly use ad blockers to avoid intrusive, interruptive, or repetitive ads and get faster page speeds, as high ad loads can affect page loading times. But data privacy concerns also drive some people to use ad blockers to prevent tracking.

How do consumers feel about marketers’ use of their data?

Consumers aren’t comfortable with how companies collect and use their personal data for advertising. Tracking consent prompts on websites and apps on iOS likely aren’t helping. Some consumers are open to sharing their data in exchange for certain benefits or rewards, but some ad experiences that rely on that data still feel invasive.

WHAT’S IN THIS REPORT? This report examines consumer views toward advertising across media channels, ad avoidance behaviors including ad blocker use, and attitudes toward personal data use in digital advertising.

KEY STAT: About half of adult US internet users said that when brands use their data in advertising, it helps them discover (50%) and find (49%) products and services that interest them—but 44% said this often feels invasive, per a March 2021 Merkle survey.