Brands banking on targeted ads as the wave of the future may experience glumness when faced with data from Parks Associates showing that more than half of all TV viewers, Web surfers and mobile users aren’t hip to swapping personal info for more relevant ads. As smartphone adoption continues to explode, that mobile users are the most resistant of the 3 groups to targeted ads is likely another cause for concern. But Parks believes acceptance of targeted ads will increase along with multi-platform content consumption, and a smile may even be evinced from marketers due to the far greater acceptance of targeted ads by 18-34s than by older persons. As in, that age group has many, many years of ad exposure remaining—far more than the 55+ cohort that’s plenty wary of ad personalization. See data from Parks Assoc below. 

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