Abstract:
Purpose
The purpose of this research is to understand the drivers behind the growth of ad blocking.
This research will help Companies who are advertising online in better understanding to which
extent online users welcome ads. This research will enable online advertisers to see the line
drawn between personalized ads welcomed and personalized ads not welcomed to such an
extent that will lead to ad blocking software. In this way personalized advertisers will know
how much they can message their personalized ad personal and still keep the customer pleased.
This research gives insights to the benefit of personalized advertising and the shortcomings of
personalized advertising as well
Methodology & Design
The research being explanatory in nature, involved quantitative data collected through a
structured questionnaire. The data was collected using a self-reported survey adopted from
previous studies. Using non-probability convenience sampling data was collected from 250
Pakistani internet users.
