Where Is the Line Between Creepy and Creative in Advertising?

Brands are starting to push the boundary, using personal info in ads

In 2018, consumers have largely accepted that marketers use an online log of their behaviors and spending habits to target digital audiences with relevant ads. A Pew Research Center study found last year that most Americans determine their online privacy rights case by case, with 47 percent saying they’re comfortable with retailers tracking their purchases to deliver better deals.

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This story first appeared in the Jan. 15, 2018, issue of Adweek magazine. Click here to subscribe.