Abstract

This study provides insight into Dutch adults’ awareness and perceptions of cross-media personalized advertising with a focus on synced advertising (SA). A survey among a representative sample of the Dutch population (N = 1,994) shows that the majority of people (>70%) are familiar with the collection, use, and sharing of information about their media behavior. People are less familiar with SA, which involves presenting targeted ads to consumers based on their current media behavior. Less than half of our sample (45%) were familiar with SA, and only 29% had ever experienced SA. The majority (75%) found SA (very) inappropriate. Moreover, our results showed that adults with low conspiracy mentality, those not concerned about their privacy, older adults, less-educated adults, and women are less aware of the collection, use, and sharing of media behavior and are less familiar with SA, and thus could benefit from literacy interventions to improve their understanding and resilience.

摘要

本研究深入了解荷兰成年人对跨媒体个性化广告的认识和看法，重点是同步广告 (SA)。在荷兰人口的代表性样本中进行的一项调查（N = 1,994) 表明大多数人 (>70%) 熟悉有关其媒体行为的信息的收集、使用和共享。人们不太熟悉 SA，它涉及根据消费者当前的媒体行为向他们展示有针对性的广告。不到一半的样本 (45%) 熟悉 SA，只有 29% 的人经历过 SA。大多数人（75%）认为 SA（非常）不合适。此外，我们的研究结果表明，低阴谋心理的成年人、不关心隐私的成年人、老年人、受教育程度较低的成年人和女性对媒体行为的收集、使用和分享知之甚少，对 SA 的了解较少，因此可以从扫盲干预中受益，以提高他们的理解力和复原力。