[summerlight]

https://univ20.com/107631

There's an interesting article regarding behavioral observations on personalized advertisements, though it's in Korean. Summary for those who doesn't want to use a translator (KR to EN performance is typically bad):

  * Generation Z's reaction to ads personalization category (from Google and FB) is somewhat positive in that they don't really care about its creepiness but think more accurate categorization on each personality as a better thing. The report thinks that they consider it as more of utility rather than just privacy invasion.
  * More interestingly, sometime they "guide" ad targeting systems to show information that matches to their interests to save their efforts on searching for perfect matches. Honestly, I was super surprised since I haven't thought about this kind of usage even though I'm working on ads.
  * Some of them (though the tone indicates that it's not majority?) does not skip video ads to "pay" a subscription fee for creators who they want to support. I saw some similar cases even in the US though.
  * Sometime they're actively looking for explicitly sponsored reviews, which is actually an ad. It's because they sometime decide to buy specific products before watching its ads. This inversion of causality seems very odd to me, but the rationale is that they just want to better understand the product and don't care whether it's an ad or not.

It's written by a marketer who seems to be negative about personalized ads and genuinely surprised by these observations. Honestly... I still cannot get this but yeah, it seems there's some people who consider personalized ads as a tool.