An Adobe study found 28% of U.S. online shoppers like personalized ads, but most of those surveyed draw a line at giving away too much information on themselves. Still, the personalized ads are favored over banner ads, which 54% declared ineffective. "Banners have brought much of the worst characteristics of advertising -- being intrusive and manipulative. ... Consumers realize they are now in control and won't accept it," says David Edelman, McKinsey & Co.'s global co-leader for digital marketing and sales practice.

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