[bumblebeard]

They mention this at one point; 4 is neutral on their scale so an average of 5.23 just means that people have a mild to moderate dislike of advertising in general. I don't know anybody who likes advertising (well, one person but they work for a marketing firm) so that makes sense to me.

It would be interesting if they could remove that bias though - it would make the differences more obvious if nothing else.

[cm2012]

It would be easier to see the difference if they assume no one has a positive impression, so 0 is neutral and 7 is hate. If you adjust their data now for that it's easier to compare - .95 for retargeting, 1.82 for modal - around twice as annoying!

[sundvor]

I've seen some great IT related ads using the Brave advertising network ads, on Brave. Really didn't mind them. (Disclaimer: I've only just started using Brave).

[bumblebeard]

I haven't tried Brave but that sounds like a good development. I still don't really like being advertised to but if it's relevant or at least easy to ignore then I don't mind either. I guess that puts me at about a 4 on their scale.

[sundvor]

The default setting in Brave is no ads. I actively had to make the change to get the Brave network ones. I really liked that.