GumGum, a leader in contextual-first technology for digital advertising, has launched the Digital Advertising Pulse Check, a new initiative aimed at tracking consumer sentiment towards data-heavy, identity-targeted ads. The initiative is based on a survey of over 1,500 North American consumers and reveals increasing discomfort with ads that rely heavily on personal data.

Findings from the Pulse Check

• Offensive Identity Ads
  The survey found that nearly half of respondents (49%) have been targeted by ads that felt stereotypical or offensive. Among those, 31% described the ads as "clueless rather than malicious," while 18% felt they "completely missed the mark." Only 27% found the ads appropriately tailored.

• Cookies Are Creepy
  When asked about their feelings regarding cookies (used for tracking online behavior), 56% of consumers reacted negatively. A third of them (34%) felt like they were being "peeked over" or "watched every step," reflecting unease with the pervasive tracking practices.

• Violation of Boundaries in Identity Ads
  Ads that targeted sensitive topics like health, finances, or relationships led to strong negative reactions, with 62% of respondents expressing disapproval. 21% described feeling "violated," while 41% found these ads "annoying."

• Consumer Confusion and Frustration
  20% of respondents reported encountering poorly targeted ads every day, with 51% saying they experience such frustration occasionally. Only 9% felt the ads they saw were always on point.

• If Identity Ads Were a Person
  Consumers largely viewed identity-targeted ads unfavorably when asked to describe them as people. 43% compared them to a "nosy neighbor," and 26% described them as "the stalker hiding in the bushes." Only 14% viewed them as "the life of the party."

The Digital Advertising Pulse Check underscores the growing discomfort consumers have with data-heavy, identity-targeted ads. GumGum’s initiative aims to help brands understand the fine line between relevance and intrusion, suggesting that other forms of advertising may offer more comfortable and effective ways to engage audiences.