REACTANCE TO PERSONALIZATION: UNDERSTANDING THE DRIVERS BEHIND THE GROWTH OF AD BLOCKING

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.