Do you remember the first time you received a personalized ad? Perhaps you had recently discussed a product with a friend, and the next day you received an ad on social media for that product.
Consumers are increasingly skeptical about ads like these. You might even have your own misgivings about such methods. A 2019 study by Accenture found that of consumers who had encountered an ad that felt "too personal," 71% said it was it contained information the consumer had not readily shared.
These types of initiatives come from three types of data: first-, second- and third-party data. But each one is coming up short. Not only are consumers finding these methods to be invasive and untrustworthy, but the data they offer is also often not targeted enough.
Yes, you read that correctly: The data isn't targeted enough.