Feeling Tracked & Taking Counter-Measures Against Ads

The internet is a godsent for marketers and the online advertising industry. The data trail provided by possible consumers makes targeting specific audiences easy. This way personalized advertising can help the industry maximize the return on ad spend.

However, the consumer doesn't always feel comfortable with being followed around the web. According to the "Statista Survey Advertising & Privacy 2017", 86 percent of respondents often or occasionally realize that their online behavior is being tracked and used for ads.

While 37 percent do not take any counter-measures, the remaining 63 percent take action, such as using an incognito window in their browser, to shake off the digital tail. Albeit, only 14 percent always do this.