Where Is the Line Between Creepy and Creative in Advertising?

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

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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.

Now major brands, including Spotify, Netflix and Cost Plus World Market, are testing the waters by using their troves of user data to drive not only the targeting but the creation of their ads.

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