Canadian Sentiments on Personalized Advertising Amid Rising Data Privacy Concerns

December, 2023

In an era characterized by digital transformation and evolving tech, the advertising landscape in Canada has witnessed profound evolution. Traditional forms of ads have given way to a more targeted and personalized approach driven by consumer data.

Today, the advertising and media industry is shaped by several key factors:

• Data-driven advertising
• Proliferation of Digital Channels
• Privacy Concerns
• Regulatory Frameworks

This evolving landscape presents both challenges and opportunities. Brands can deliver more relevant content, enhancing the consumer experience, but they must also navigate the complex landscape of data privacy and consumer trust.

Using Horizon Media’s Finger on the Pulse methodology, we explored how Canadians perceive and interact with personalized advertising, aiding advertisers in navigating the data-driven landscape while maintaining consumer trust in data privacy.

For the full report, click ‘Download PDF’ below.

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