Key stat: Most age groups show negative sentiment as the dominant response to personalized ads, with negativity ranging from 36% to 58%, according to an August 2025 survey from Verve and Censuswide.

Beyond the chart:

• The pushback against personalization doesn't mean consumers ignore targeted ads. In fact, 76% pay attention to relevant ads, and 2 in 3 say relevant ads help them discover products, according to Verve's data.
• Meanwhile, overall sentiment toward digital ads is improving. 57% of consumers feel positively toward ads in general this year, up from 47% in 2024, according to Kantar's "Media Reactions 2025" study.

Use this chart: Drop this in your next strategy session when someone pitches "more personalization." Show that negative sentiment spans every generation, from Gen Z to Boomers. The takeaway: Consumers want relevance without the creep factor.

Related reports:

• Generational Attitudes Toward Digital Advertising 2025 (EMARKETER subscription required)
• Path to Purchase 2025 (EMARKETER subscription required)